Purity ‘not the baby experts’

2010-09-10 10:18

Baby food manufacturer Purity still has no justification for calling itself “the baby experts”, the Advertising Standards Authority (ASA) said in a ruling released today.

The finding followed a fresh attempt by Tiger Brands, which owns the Purity trademark, to overturn an earlier ruling of an advertising industry tribunal and ASA appeal committee that the advertising slogan, “Purity, the baby experts”, was unsubstantiated and misleading.

In today’s ruling ASA said Tiger Brands’ attorneys had since submitted “voluminous” new evidence arguing that the claim in fact referred to the collective expertise residing in Tiger Consumer Brands’ Purity and Elizabeth Anne’s divisions.

“Purity and Elizabeth Anne’s are trademarks which are not in themselves capable of being experts,” the lawyers said.

“It is the people and/or company behind the trademarks in which the expertise resides, namely, in Tiger Consumer Brands Limited.”

However, ASA said what was being claimed was that Purity alone were baby experts and Tiger Brands’ evidence was irrelevant as long as this claim was being made.

The documents did not appear to support the claim that Purity were experts in products other than baby food.

Even Tiger Brands’ submission of the opinions of a paediatric specialist did not unequivocally verify the claim.
ASA said Tiger Brands’ new efforts were “misdirected”.

“The (ASA) directorate cannot find that the claim relates to anything other than Purity.

Accordingly, the respondent (Tiger Brands) is attempting to prove a claim that is not being made. The new evidence submitted by the respondent is therefore rejected,” it said.

The complaint about the slogan was lodged by competitors Johnson & Johnson.

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