Abreu Advogados contributed with an article for Global Advertising Lawyers Alliance
Ricardo Henriques, partner at Abreu Advogados, and Pedro Hemsworth, trainee lawyer, contributed with an article for the Global Advertising Lawyers Alliance (GALA) about Lactogal’s complaint concerning Danone’s latest advertising initiative.
Danone’s latest initiative with a new slogan for the brand Alpro: “ALPRO THIS IS NOT MILK”, is perceived by Lactogal as a possibility to induce the consumer in mistake and to be considered a disloyal commercial practice.
However, the Ethics Juri of the Advertising Self-Regulation Association considered that the consumer would not confuse the “ALPRO THIS IS NOT MILK” with a dairy product. The Ethics Juri also claims that a product that clearly states it is not milk cannot be considered as to be inducing a consumer in mistake, especially because the brand Alpro is very well-known for its plant based products.