The Advertising Code Committee (ACC) has ruled on the packaging
of "Beautiful Immunity Kéfir Mild."
According to the complaint, the term "kéfir
mild" creates the impression that it refers to
traditional kefir containing yeasts and alcohol, while that is not
the case. The ACC considers
(in Dutch) commercial kefir without yeast to be common nowadays.
Consumers primarily perceive "kéfir mild"
as a milder flavor variant. Therefore, the term
"kéfir mild" is not misleading.
However, the ACC regards the claim "supports gut
flora" as a misleading health claim. This general health
claim is not directly linked to a specific authorized health claim.
As a result, consumers interpret it as an independent claim about
kefir. Since no authorized health claim exists for kefir, the claim
"supports gut flora" is therefore
prohibited.
