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ASA dismisses Kerrygold Irish butter marketing complaint

23-Jan-2013

The UK Advertising Standards Authority (ASA) has dismissed a complaint that challenged claims that Kerrygold was “pure Irish butter.”

The complainant – believing that Kerrygold butter was produced in Anglesey, North Wales – challenged whether the “pure Irish butter” claims made on the company’s website were misleading.

The ASA declined to uphold the complaint.

“The complainant believed the claim ‘Pure Irish Butter’ was misleading because the pack of Kerrygold they purchased included a UK code on the pack,” said the ASA decision.

“We understood this was solely because the butter had been packed into smaller units in the UK. Because the butter was produced in Ireland we concluded the claim ‘Pure Irish Butter’ was not misleading,” it added.

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