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“Guilt free sugar substitute” claim removed by UK authority

The UK Advertising Standards Authority (ASA) has asked a company to remove the term “guilt free sugar substitute” from its website because it is an unsubstantiated health claim that would have to be subject to the requirements of the EU nutrition and health claims Regulation (1924/2006).  Also, the claim implies that the product is sugar free when this was not the case, the ASA ruled.

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