The ASA upheld a complaint lodged by rival rice company Tilda regarding the statement No 1 Branded Dry Rice in the UK which appeared in the ad. Tilda alleged that this claim was false and that it was the market leader by brand and volume.
The ASA has banned the Masterfoods brand from using the ad, stating that the quote in question was misleading because it did not stipulate clearly that it was based on sales value alone.
