25 Oct 2022 --- The UK Advertising Standards Authority (ASA) has upheld two issues against a complaint on the biodegradability claim of baby wipes in an advert by Mum & You. The organization found the advert to be misleading to consumers as it breached multiple broadcast advertising code rules, including substantiation and environmental claims.The company’s advert on Amazon made statements regarding how quickly the wipes break down when disposed of, claiming to be 100% biodegradable. It stated: “Being biodegradable is important to us as it means today’s mess won’t be a problem for tomorrow’s generation.”The ASA concluded the statement to be an ‘absolute claim’ according to the UK Code of Broadcast Advertising (BCAP Code) and, therefore, would need a high level of substantiation, which was deemed to be unprovided.
