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Lidl is in trouble for advertising 'fresh' fish which actually came from Namibia

The complaint related to Lidl’s InisMara brand of fish products.

shutterstock_574401892 File photo Shutterstock / Roman.Volkow Shutterstock / Roman.Volkow / Roman.Volkow

RETAILER LIDL HAS received a slap on the wrist from the Advertising Standards Authority of Ireland (ASAI) in its latest rulings for an ad involving its fish sales.

The ad in question involved the retailer’s sales pitch for its InisMara brand of fish products.

The range includes hake, cod fillets, and breaded cod fillets, with the tagline “same great taste, same great value… fresh new look!”.

The complainants regarding the advert, Nicholas Lynch Limited, asserted that the hake in question came from Namibia, Africa, and the cod from the Barents Sea in the Arctic. Nicholas Lynch said that given the fish had been frozen at source and then defrosted, using the word ‘fresh’ in this context was “misleading”.

The advertiser’s response was to say that it had used the word “fresh” in the advertising copy as it believed it was permissible to do so. It also pointed out that the defrosted nature of the products was indicated on the relevant labelling.

When it was made clear to the company that this was not correct, Lidl had removed the word “fresh” from their defrosted fish products.

The ASAI concluded that the ads were in breach of sections 4.1 and 4.4 of the Code of Standards for Advertising and Marketing Communications.

As the ads in question had since been amended, the ASAI decided that no further action was required.

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    Mute FiannaFáilness FineGaelness
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    Jun 1st 2022, 3:56 PM

    Concurrent sentences should NOT be allowed in cases where violence has been used in any way and in serious crime such as rapes/sexual abuse/child pornography etc.

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    Jun 1st 2022, 4:20 PM

    @FiannaFáilness FineGaelness: The aloof wigs do not deal with the reality of most people’s lives. Let’s rehabilitate the criminals, give them quick medical care, education etc if needed; the victims? Tough, wrong place, wrong time. 6 years ago my wife was in a hospital A&E dept for 33 hours before getting a room. About half through that awful ordeal 2 prison officers arrived with a prisoner. One of the officers was my neighbour & he told me that the prisoner will be seen quickly. He was & they were gone in just under 3 hours. Bloody disgraceful it was.

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