An Iceland video about its range of bread has been banned for oversimplifying the baking process and the number of ingredients.
The online video ad showed various bread products, the exterior of a windmill and an interview with a baker who appeared to be inside the windmill, who said: "Our stone baked bread is made from the best wheat, sourdough, water, salt and an amount of yeast. The philosophy is that we only use natural ingredients ... Once at home, store the bread in the freezer, bake the bread frozen in the oven."
The Real Bread Campaign and another viewer complained that the ad was misleading because they understood the bread was produced using automated industrial techniques and that at least some of the products included artificial additives.
Iceland said the scenes of the windmill and the bread being kneaded were intended to represent the traditional methods and ingredients involved in producing the stone baked products while pointing out that the products were not actually produced in this way.
But it believed consumers were not likely to be misled into believing the bread was produced in a windmill because they would expect such items to be mass-produced.
Iceland said the stone-baked products did not contain any artificial ingredients and the only additives were dextrose and wheat gluten, both of which were also naturally present in the flour but also added to achieve consistent fermentation and structure.
The Advertising Standards Authority (ASA) said consumers were likely to appreciate that products available at a large national retailer were likely to be mass-produced.
But it ruled: "Because the depiction of the baking process, and claims surrounding it, did not accurately reflect the way in which the products were produced, and suggested they contained fewer ingredients than was the case, we concluded that the (video) ad breached the code."
Real Bread Campaign coordinator Chris Young said: "This ASA decision is great news for shoppers seeking an honest loaf of real bread and for the independent, local bakeries employing genuine artisan bakers who really do make fresh, additive-free loaves by hand."