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ASA rejects allegations that Allinson’s bread advertising was misleading
date:Sep 20, 2012
pionate.

However, the ASA rejected the complaint, saying that given the other Victorian-era imagery in the advertisement, consumers would understand that the images of dough being kneaded by hand referred to the history of the company. In addition, the wheat and malted barley flour used in Allinsons formulation were 100% wholemeal, and soy flour is not considered flour under the Bread and Flour Regulations 1998, therefore the wholemeal complaint was not upheld.

As for the use of the word still

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