Woolworths must withdraw its label for sliced sandwich ham after the advertising regulator found in favour of a complainant.
The label currently reads “South Africa 100% Pork” and a consumer, Jean Naude, filed a complaint with the Advertising Regulatory Board (ARB) as the product contained only 70% pork.
Woolworths contended that the label was "used to inform customers that the product carrying the stamp is made using only SA meat raw material," and that they're simply following food regulations on labelling.
But the ARB found that the label could easily be construed as meaning that the product contained 100% pork meat.
The label could give shoppers the wrong impression of the product, which the ARB deems as misleading according to the advertising code.
It found the packaging to be "ambiguous at best," and ordered its withdrawal with immediate effect.
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