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Watchdog rejects salt complaint

 

Sid the Slug fronted the health campaign

 

The advertising watchdog has rejected industry complaints about a

public health campaign warning of the dangers of salt.

The Food Standards Agency's Sid the Slug campaign last year warned

too much salt was linked to high blood pressure, heart disease and

stroke.

 

The Salt Manufacturers' Association had said the poster which

stated " too much salt is bad for you " was misleading.

 

It had argued the concept of " too much salt " was immeasurable.

 

We are obviously disappointed by the decision

 

Peter Sherratt, Salt Manufacturers' Association

 

The SMA branded the campaign " incorrect and potentially very

damaging " , and objected to the Sid the Slug character because it " is

based on the fact that salt kills slugs and the assertion that it

will kill also humans " .

 

It had also complained about a commercial which formed part of the

campaign, which included the lines " it ain't just bad for slugs " and

shouting " too much salt can lead to a heart attack " .

 

'Unlikely to mislead'

 

In a final decision about the complaints made by the industry, the

ASA said neither the poster nor the commercial had breached its

rules.

 

And it said the FSA's campaign had been based on advice from expert

sources including the Scientific Advisory Committee on Nutrition

(SACN) and the Chief Medical Officer for England Sir Liam Donaldson.

 

In its judgement, the ASA said some experts did suggest the

recommended average salt intake should be reduced, but there was a

general agreement that regularly consuming high levels of salt posed

a risk to heart health.

 

It concluded that " the advertisements were unlikely to mislead " .

 

Peter Sherratt, general secretary of the SMA, said: " While we are

obviously disappointed by the decision, we are delighted that its

verdict points out that there is no consensus amongst experts

worldwide on the suggested link between salt and high blood pressure.

 

" There is now growing recognition that persuading people to adopt a

healthy diet with plenty of fruit and vegetables is by far the best

way of achieving population-wide reductions in blood pressure.

 

" Success in that direction would make salt reduction an insignificant

issue. "

 

Evidence

 

Neil Martinson, director of communications for the FSA, said: " We are

pleased that the ASA has decided that our public health campaign to

reduce salt consumption was unlikely to mislead the public.

 

" Sid the Slug was an amusing way to alert people to a very serious

health message - eating too much salt increases the risk of high

blood pressure, which can lead to heart disease and stroke.

 

" That was supported by up-to-date, independent scientific evidence. "

 

Last year, the ASA rejected complaints from the public suggesting

the 'Sid the Slug' campaign was offensive and incorrect.