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The famous Lidl commercial chain has to change its advertising on pastries. The Commission acknowledged that it was misleading.
The advertising campaign of Lidl Slovakia indicates that fresh pastries will be available to customers throughout the day
: "Fragrant and crisp pastries are cooked several times a day in our ovens. That's why you will find fresh and hot pastries every day, from morning till night. "
But the advertising ad received a complaint against this ad. (19659003) The law defines the difference between fresh dough and a frozen semi-finished product to be frozen only at the point of sale
The fresh product is, according to law, a bakery product made without pre-cooked food and offered to the consumer at the latest within 24 hours of cooking.
Pastry that is painted in a store only, from pre-cooked chilled or frozen semi-finished products, can not be fresh and must be properly labeled. identified. As a result, Lidl also mentions semi-finished products as fresh
Fresh vs. fresh
Lidl Slovakia also responded to the initiative and claims to sell fresh produce and (19659003) "The concept of" fresh "can not always be interpreted (especially in everyday life) within the meaning of the decree The decree is a Food Law enforcement regulation and can not be applied to an advertising campaign.The advertising campaign "Lidl – Freshness Unit" is based on an independent survey, "says Lidl.
However, the Ad Review Board ruled that the advertisement was misleading. According to her, TV spot: "Lidl – a unit of freshness", contrary to the provisions of the Code of Practice on Advertising
Lidl must change, modify, and prevent the slogan of advertising. Lidl can oppose this decision by continuing the examination of the case or by introducing new facts if he pays an administrative fee of 300 euros
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