The Salt Manufacturers Association has vowed to fight on to save the image of salt, despite failing to a win a battle over the FSA's latest ‘Sid the Slug’ health campaign.

This week, the Advertising Standards Authority (ASA) ruled against a complaint by the SMA and one member of the public that the FSA’s TV and poster campaign had been misleading.

The SMA accused the FSA of implying that salt was bad for your heart and could kill you. However, the ASA sided with the FSA, which used the line ‘Too much salt can lead to a heart attack’ in its ads, ruling that its claims were based on evidence from a report by the Scientific Advisory Committee on Nutrition.

Nonetheless, the SMA is heralding the ASA’s full findings as a small victory after it acknowledged that there was disagreement among some experts about the benefits of reducing salt intake. “We are delighted that its verdict points out that there is no worldwide consensus of the suggested link between salt and high blood pressure,” said SMA general secretary Peter Sherratt.