The Advertising Standards Authority has upheld a complaint from the Fruit and Vegetable Information Bureau that a magazine ad for Danone's probiotic yogurt Actimel was misleading. The ad showed Actimel next to an apple and asked Which is more likely to keep the doctor away?' The copy claimed that probiotic yogurt can counter the effects of a stressful lifestyle by redressing the body's balance. The ASA acknowledged that there was some general supporting evidence for the advertisers' claims about Actimel ingredient L.casei Imunitass. However, it said claims that it helped to redress the body's natural balance and resisted the stomach's natural acidity had not been scientifically proven. {{NEWS }}

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