https://www.asa.org.uk/advice-online/food-nutrition-claims.html

The Advertising Standards Authority (ASA) has been inconsistent in its approach to nutritional claims, as evidenced by their 2008 ruling on Jaffa Cakes' fat content. While they rightly addressed misleading fat claims, the same scrutiny hasn't been applied to low-carb assertions.

It's imperative to advocate for equal standards without resorting to criminalisation. Just as the ASA acted to protect consumers in 2008, they should extend this diligence to low-carb claims.

Join us in urging the ASA and the UK government to ensure consistency in all nutritional claims. Let's safeguard consumers from misleading advertising practices while respecting the need for fair treatment of low-carb products.

Together, let's demand equal scrutiny and protection for consumers across the board.