Gerber Foods and Veetee Rice had their knuckles rapped by advertising watchdogs this week for "misleading" magazine ads. Gerber ran into trouble over two ads that boasted its Libby's Organic Juices had the taste nature intended' and were just like nature intended'. The Advertising Standards Authority upheld both complaints because the juices were made from rehydrated concentrate. It said consumer perceptions would have altered had they been told. It asked Gerber not to repeat either claim. Senior brand manager Alli Lucy said the ad had focused on the company's "methods of production rather than the juice extracting and processing", but that the company respected the ruling. Veetee's problems came after rival Tilda complained about a trade ad in which it boasted being the number one supplier to UK retailers. Veetee submitted research suggesting its share of the own label rice market was bigger than its competitors. But the ASA noted the ad was for Veetee branded rice and did not say the claim included own label. It asked Veetee not to repeat the ad. The ASA also upheld a complaint that the total weight of rice Veetee sold annually was not enough to make the 360 million servings claimed in the ad. Veetee said it stood by its claims but would abide by the ruling. {{P&P }}