This week, the Advertising Standards Authority 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 salt was bad for your heart and could kill you. But the ASA sided with the FSA, whose ads used the line ‘too much salt can lead to a heart attack’, ruling that it was based on evidence
from a Scientific Advisory Committee on Nutrition report.
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.