The ASA has agreed that a claim made by Vitabiotics in a radio ad that it is “the UK’s number one vitamin company” was correct when the ad was aired last year.
An unnamed complainant had challenged whether Vitaboitics would be able to substantiate the claim.
In response to requests from the Agency, Vitabiotics provided UK sales data from a third-party market research company. The research company explained that its data included all major trade channels and transactions at all major supermarkets, convenience outlets, independent chemists and the largest chemist retailers. It provided total value sales data covering a 52-week period prior to the months of April and July 2013. It said that the July data was the most up to date report available at the time the ad was broadcast in August 2013.
The ASA agreed that the sales data provided demonstrated that the company’s claim had been correct and the ad had not breached the Advertising Code.
