The Advertising Standards Authority dismisses claims a KFC advert is misleading.

The ASA has ruled out claims that a television ad for KFC’s Wrapstar product is deceptive. The watchdog stated that the ad, featuring a time-pressed doctor consuming the sandwich, doesn’t suggest the food is a healthy snack or that it is endorsed by medical experts. Despite this, KFC needs to be conscious that any future adverts aren’t seen by an increasingly skeptical public as misleading.

KFC has been informed that an advert for its Wrapstar product does not indicate the sandwich is a nutritious snack, despite allegations from six consumers which suggested otherwise. Instead, the ASA has stated that the advert portrays the product as a convenient snack.

This news is particularly good for the image of the fast food outlet, as numerous surveys show that consumers are becoming more skeptical of claims made by food and drink manufacturers. Furthermore, a negative response from the ASA could have forced KFC to withdraw the advert, attracting negative attention to the company. However, according to ASA, future advertisements should aim to have a clearer message in order to connect more efficiently with the growing number of consumers seeking out convenient food.

KFC has already made active attempts to engage with customers who are seeking out ‘better-for-you’ options. Indeed, in 2006 the company responded to consumers’ attempts to eat more healthily by announcing that it would stop using trans fatty acids in most of its products the following year, helping relieve some of the ‘guilt’ associated with fast food consumption. However, consumers are beginning to question the credibility of healthy options offered by large multinationals, viewing advertising claims as misleading or even false. KFC should avoid appearing to overstate the health benefits of its products, and instead focus future marketing activity on the convenience associated with its offerings.

As consumers struggle to balance work and life demands, lunch and dinner occasions are becoming shorter. As a result, convenience is having a greater impact on the choice of food and drinks that consumer’s purchase. Through the use of marketing campaigns such as the Wrapstar advert (which includes the line “so you can have great food on the go”), KFC should continue to promote the quick and easy manner in which its food can be consumed, and avoid advertising which suggests it is overstating the health benefits of products.

For additional reading visit: Obesity, Dieting, Exercise and The Future of Food and Drink