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Vitagen campaign gets green light from ASAS

Malaysia Dairy Industries has received the green light from the Advertising Standards Authority (ASAS) to run its Vitagen ads, after the campaign was put on hold earlier for questionable claims by the regulatory body.

The campaign will run with the amended copy: “Vitagen Less Sugar has 50% less sugar than regular cultured milk drinks (brand Y)”, instead of “Vitagen Less Sugar has 50% less sugar than regular cultured milk drinks”.

A spokesperson for the brand has confirmed it will make the revisions and restart the campaign shortly, though a confirmed launch date was not given.

With regards to the other claim: “Regular cultured milk has even more sugar than soft drinks”, the ASAS maintained its stand that this should not be used and Malaysia Dairy Industries has said it is still “reviewing the objection”.

Meanwhile the campaign will run on print and radio mediums for a period of two months, targeting consumers that are “conscious of their digestive health”, said the spokesperson.

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