Green, greener, greenest! Consumers are increasingly making
(more) conscious choices for more sustainable, natural products.
The food industry is embracing this need. Chewing gum producer
BenBits also advertises with "natural" and
"plastic-free" gum. This year, competitors Perfetti
(Mentos and others) and BenBits submitted complaints about each
other's advertising.
Perfetti goes as far as the Board of Appeal (BoA) of the
Advertising Code Committee (ACC) with complaints about the
following texts from BenBits: 'Bits of nature',
'plastic free', 'natural gum base', 'naturally
biodegradable'. According to Perfetti, BenBits presents its
product as more sustainable/natural than it really is. For example,
BenBits' final product is said to consist of 5% synthetic gum,
making 'natural gum' and 'plastic free' misleading
regarding the environmental benefits and composition of the gum.
BenBits fails to substantiate that the last 5% of the product is
also natural. Therefore,
