A TV advert for Holland & Barrett, featuring former Blue Peter presenter Gethin Jones, has been branded misleading by the advertising watchdog.

In the ad, Jones told customers about half-price savings on a range of products including cod liver oil.

A complaint to the Advertising Standards Authority argued the ad, which was broadcast on 4 May, was misleading because cod liver oil was not half-price when the shopper visited an H&B store. The ASA upheld the complaint.

“Because we had seen no evidence to show that cod liver oil had been sold at half-price during the sale, we concluded that the ad was misleading,” the ASA adjudication said.

H&B confirmed the ad campaign was now finished and would not be broadcast again in its current form.

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