Yakult not very 'Friendly' say ASA after ASA rules against Yakult’s ‘friendly bacteria’ claims

Yakult not very 'Friendly' say ASA after ASA rules against Yakult’s ‘friendly bacteria’ claims - May 25, 2005

Yakult has come under fire for its recent advertising campaign in which it claims the ‘friendly’ (probiotic) bacteria found in the drink can help tackle upset stomachs often suffered by women during menstruation. A complainant challenged the advertisement on the basis that stomach upsets during periods are actually caused by muscle relaxation. The Advertising Standards Authority (ASA) upheld the public complaint on the basis that it felt Yakult had not presented satisfactory evidence to support its claim.

Yakult is said to have submitted a number of studies to the ASA reporting that healthy women experience symptoms during their period, such as gastro-intestinal irritability, diarrhoea and constipation. The company claims its product contains enough beneficial lactic acid bacteria, to effectively help patients with chronic constipation. The ASA, however, ruled against the evidence submitted, citing it had no relation to menstrual symptoms, and therefore Yakult’s claim was unsubstantiated. With the campaign having already run its course, Yakult has been prevented from releasing a re-run, unless it can provide new supporting evidence.