Merisant has to withdraw by May 15 aspartame (Canderel, aspartame, Equal,
NutraSweet, Benevia, E951) packages that falsely claim "tastes just like sugar",
South Africa Advertising Standards Authority: Murray 2007.01.10
http://groups.yahoo.com/group/aspartameNM/message/1400

http://www.thestar.co.za/index.php?fArticleId=3616249

Columnists

‘Actually, it doesn’t taste just like sugar’
January 08, 2007 Edition 1

Most of us laugh off grossly misleading advertising claims as a fact of life.

But why should companies merrily get away with mass consumer deception, year
after year?

I’ve got huge admiration for the few consumers who take the time to write to our
Advertising Standards Authority to complain that the face cream didn’t reduce
their wrinkles as promised; the pills didn’t make them lose weight; and, in Paul
Hammann’s case, that the aspartame-containing artificial sweetener didn’t taste
just like sugar.

Hammann lodged a complaint against Canderel’s packaging claims that the product
“tastes just like sugar” and had “no after-taste”.

In his personal experience, he said, these claims were not true.

Initially Merisant SA (trading as Canderel) submitted documents to support the
claims, but later advised the ASA that both claims would be withdrawn “on a
global scale” during the course of this year.

The company requested that instead of being given the usual three months to
remove existing stock from the shelves, that they be given eight months to
comply.

At the December 14 hearing, the ASA Directorate settled on a compromise of five
months.

So by the end of May no pack of South Africa’s leading brand of sweetener --
featuring those familiar claims -- should be on sale in this country.

Canderel’s SA website is already devoid of the claims, and now states a
watered-down: “Canderel is low in calories and delicious to taste.”
Interestingly, the brand’s UK website still carries the original claims -- for
now.

Last year the UK media website telegraph.co.uk posted the results of a panel’s
taste test of several sweetener brands.

The verdict on Canderel? “One teaspoon gave a good sweetness to a cup of tea,
but it didn’t taste like sugar.”

Hammann is clearly not alone.

© 2007 Star & Independent Online (Pty) Ltd. All rights reserved.

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The Editor, Moegsien Williams

Letter from the editor

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Moegsien Williams, Editor, The Star

http://www.asasa.org.za/

The Advertising Standards Authority of South Africa (ASA) is an independent body
set up and paid for by the marketing communications industry to regulate
advertising in the public interest through a system of self-regulation. The ASA
works closely with government, statutory bodies, consumer organisations and the
industry to ensure that the content of advertising meets the requirements of the
Code of Advertising Practice.

Postal Address:
P.O. Box 41555
Craighall, Johannesburg 2024

Physical Address:
Willowview, Burnside Island Office Park
410 Jan Smuts Avenue,
Craighall Park, Johannesburg
(011) 781-2006 Fax: (011) 781-1616 cheryl@...
http://www.asasa.org.za/Complaint.aspx complaint form

http://www.asasa.org.za/ResultDetail.aspx?Ruling=3511

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Canderel / P Hammann / 4426
Ruling of the : ASA Directorate
In the matter between:
Paul Hammann Complainant(s)/Appellant(s)
Merisant SA (Pty) Ltd t/a Canderel Respondent

14 Dec 2006

Mr Hammann lodged a consumer complaint against the claims “Tastes just like
sugar” and “no aftertaste” in Canderel advertising.

The complainant submitted a copy of the packaging.

COMPLAINT
In essence, the complainant submitted that the claims “Tastes just like sugar”
and “no aftertaste” are untrue in his personal experience.

RELEVANT CLAUSES OF THE CODE OF ADVERTISING PRACTICE
In light of the complaint the following clauses of the Code were taken into
account:

• Section II, Clause 4.1-- Substantiation

• Section II, Clause 4.2.1 -- Misleading claims

RESPONSE
The respondent submitted substantial documentation in support of these claims,
but subsequently submitted that it will be withdrawing the claims on a global
scale in 2007.

In light of the logistical and administrative consequences this would have, the
respondent requested an extension on the normal deadline imposed for packaging
withdrawal. The respondent requested that it be afforded 8 months to complete
this process.

ASA DIRECTORATE RULING
The ASA Directorate considered all the relevant documentation submitted by the
respective parties.

The ASA has a long standing principle which holds that where an advertiser
provides an unequivocal undertaking to withdraw or amend its advertising in a
manner that addresses the concerns raised, the undertaking is accepted without
considering the merits of the matter.

Under normal circumstances, the respondent’s undertaking would be accepted
without any further consideration. However, Clause 15.3 of the Procedural Guide
specifies a general deadline of 3 months for the withdrawal of packaging. It
reads, “Packaging -- three months or as determined otherwise by the ASA.

In light of the respondent’s request, the complainant was afforded an
opportunity to comment on whether he would be apposed to an extension being
granted. In essence, the complainant was not amenable to this request, and
stated that many people will still purchase the product over the next eight
months under the false expectation that it tastes like sugar.

The Directorate is therefore tasked with determining whether, under the
circumstances, an extension of the regular deadline is warranted.

In deciding on this matter, it is important to acknowledge that the respondent
has complied with all requests from the ASA to submit additional verification,
and even to have the verification re-evaluated, at its own cost, in terms of
Clause 4.1 of the Code. This illustrates a bona fide attempt to satisfy the
requirements of the ASA and the Code.

However, the complainant has a valid concern, and it is worth noting that this
complaint was lodged with the ASA in January 2006, but as a result of various
extenuating circumstances, has not reached resolution to date.

The Directorate recognises that amending advertising and particularly packaging
on a global scale is a massive undertaking, and to expect the respondent to
complete this within three months verges on unreasonable.

Having said that, it must be emphasised that the “withdrawal” of packaging
referred to in the Code relates primarily to control. In essence, the respondent
is not required to physically withdraw stock already in the trade, and sold to
third parties. The respondent should merely stop disseminating any new stock
within the deadline stipulated. Stock that is already in trade will naturally be
sold out over time. This conceivably removes some pressure from the respondent,
and entails a less ambitious undertaking.

Having regard for the nature of this complaint, the submissions from both
parties as well as the complexity of the matter, the Directorate, at its
discretion afforded to it in Clause 15.3.7 of the Procedural Guide, grants the
respondent an extension of two additional months.

Accordingly, the respondent’s undertaking to withdraw the claims “Tastes just
like sugar” and “no aftertaste” is accepted on condition that the claims are
withdrawn within immediate effect within the next five months as far as
packaging is concerned. This deadline starts running on the date of receipt of
this ruling.

With regards to other media, the limitations and deadlines stipulated in Clause
15.3 of the Procedural Guide still apply.
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http://groups.yahoo.com/group/aspartameNM/message/1379
short aspartame (methanol, formaldehyde) toxicity research summary:
Murray 2007.01.10

"Of course, everyone chooses, as a natural priority,
to actively find, quickly share, and positively act upon the facts
about healthy and safe food, drink, and environment."

Rich Murray, MA Room For All rmforall@...
505-501-2298 1943 Otowi Road Santa Fe, New Mexico 87505

http://groups.yahoo.com/group/aspartameNM/messages
group with 76 members, 1,400 posts in a public, searchable archive
http://RMForAll.blogspot.com

http://groups.yahoo.com/group/aspartameNM/message/1340
aspartame groups and books: updated research review of 2004.07.16:
Murray 2006.05.11


http://groups.yahoo.com/group/aspartameNM/message/1398
Indonesia National Agency for Drug and Food Control BPOM considers
aspartame ban, The Jakarta Post, [no ban in Japan]: Murray 2007.01.09


Aspartame Controversy, in Wikipedia democratic encyclopedia, 72
references (including AspartameNM # 864 and 1173 by Murray), brief
fair summary of much more research: Murray 2007.01.01
http://groups.yahoo.com/group/aspartameNM/message/1395


Coca-Cola carcinogenicity in rats, Ramazzini Foundation, F Belpoggi, M
Soffritti, Annals NY Academy Sciences 2006 Sept, parts of 17 pages:
Murray 2006.12.02
http://groups.yahoo.com/group/aspartameNM/message/1385

Fiorella Belpoggi & Morando Soffritti of Ramazzini Foundation prove
lifetime carcinogenicity of Coca-Cola, aspartame, and arsenic, Annals
of the NY Academy of Sciences: Murray 2006.11.28
http://groups.yahoo.com/group/aspartameNM/message/1382

http://groups.yahoo.com/group/aspartameNM/message/1383 aspartame

http://groups.yahoo.com/group/aspartameNM/message/1384 arsenic


soft drinks and adolescent hyperactivity, mental distress, conduct
problems, Lars Lien, Nanna Lien, Sonja Heyerdahl, Mayne Thoresen, Espen
Bjertness 2006 Oct., A J Pub Health: Murray 2006.10.21
http://groups.yahoo.com/group/aspartameNM/message/1376

http://groups.yahoo.com/group/aspartameNM/message/1375
healthy diet, vitamins, and fish oil help reduce depression and
violence, studies by Joseph Hibbeln, Bernard Gesch, and Stephen
Schoenthaler, articles by Felicity Lawrence in UK Guardian Unlimited
and Pat Thomas in The Ecologist: Murray 2006.10.21


http://groups.yahoo.com/group/aspartameNM/message/1378
11 members of New Mexico legislature sign letter to ban aspartame as a
source of toxic methanol and formaldehyde, Stephen Fox, NM Senator
Gerald Ortiz y Pino: Murray 2006.10.22

http://groups.yahoo.com/group/aspartameNM/message/1374
47 UK Members of Parliament now support aspartame ban initiative of
Roger Williams, MP: Murray 2006.10.16


http://groups.yahoo.com/group/aspartameNM/message/1366
toxicity in rat brains from aspartame, Vences-Mejia A, Espinosa-Aguirre
JJ et al 2006 Aug: Murray 2006.09.06

http://groups.yahoo.com/group/aspartameNM/message/1373
aspartame rat brain toxicity re cytochrome P450 enzymes, expecially
CYP2E1, Vences-Mejia A, Espinosa-Aguirre JJ et al, 2006 Aug,
Hum Exp Toxicol: relevant abstracts re formaldehyde from methanol
in alcohol drinks: Murray 2006.09.29


http://groups.yahoo.com/group/aspartameNM/message/1271
combining aspartame and quinoline yellow, or MSG and brilliant blue,
harms nerve cells, eminent C. Vyvyan Howard et al, 2005
education.guardian.co.uk, Felicity Lawrence: Murray 2005.12.21

http://groups.yahoo.com/group/aspartameNM/message/1277
50% UK baby food is now organic -- aspartame or MSG
with food dyes harm nerve cells, CV Howard 3 year study
funded by Lizzy Vann, CEO, Organix Brands,
Children's Food Advisory Service: Murray 2006.01.13

http://groups.yahoo.com/group/aspartameNM/message/1279
all three aspartame metabolites harm human erythrocyte [red blood cell]
membrane enzyme activity, KH Schulpis et al, two studies in 2005,
Athens, Greece, 2005.12.14: 2004 research review, RL Blaylock:
Murray 2006.01.14

http://groups.yahoo.com/group/aspartameNM/message/1369
Bristol, Connecticut, schools join state program to limit artificial
sweeteners, sugar, fats for 8800 students, Johnny J Burnham, The
Bristol Press: Murray 2006.09.22

http://groups.yahoo.com/group/aspartameNM/message/1341
Connecticut bans artificial sweeteners in schools, Nancy Barnes,
New Milford Times: Murray 2006.05.25

http://groups.yahoo.com/group/aspartameNM/message/1353
carcinogenic effect of inhaled formaldehyde, Federal Institute of Risk
Assessment, Germany -- same safe level as for Canada:
Murray 2006.06.02

http://groups.yahoo.com/group/aspartameNM/message/1352
Home sickness -- indoor air often worse, as our homes seal in
pollutants
[one is formaldehyde, also from the 11% methanol part of aspartame],
Megan Gillis, WinnipegSun.com: Murray 2006.06.01


http://groups.yahoo.com/group/aspartameNM/message/1349
NIH NLM ToxNet HSDB Hazardous Substances Data Bank
inadequate re aspartame (methanol, formaldehyde, formic acid):
Murray 2006.08.19

http://toxnet.nlm.nih.gov/cgi-bin/sis/search/f?./temp/~HwoSfJ:1
HSDB Hazardous Substances Data Bank: Aspartame

ASPARTAME CASRN: 22839-47-0
METHANOL CASRN: 67-56-1
FORMALDEHYDE CASRN: 50-00-0
FORMIC ACID CASRN: 64-18-6


http://groups.yahoo.com/group/aspartameNM/message/1052
DMDC: Dimethyl dicarbonate 200mg/L in drinks adds methanol 98 mg/L
( becomes formaldehyde in body ): EU Scientific Committee on Foods
2001.07.12: Murray 2004.01.22


http://www.HolisticMed.com/aspartame mgold@...
Aspartame Toxicity Information Center Mark D. Gold
12 East Side Drive #2-18 Concord, NH 03301 603-225-2100

http://www.holisticmed.com/aspartame/abuse/methanol.html
"Scientific Abuse in Aspartame Research"

http://groups.yahoo.com/group/aspartameNM/message/957
safety of aspartame Part 1/2 12.4.2: EC HCPD-G SCF:
Murray 2003.01.12 rmforall EU Scientific Committee on Food,
a whitewash

http://groups.yahoo.com/group/aspartameNM/message/1045
http://www.holisticmed.com/aspartame/scf2002-response.htm
Mark Gold exhaustively critiques European Commission Scientific
Committee on Food re aspartame ( 2002.12.04 ):
59 pages, 230 references

http://groups.yahoo.com/group/aspartameNM/message/1371
Russell L. Blaylock, MD discusses MSG, aspartame, excitotoxins
with Mike Adams: Murray 2006.09.27

http://groups.yahoo.com/group/aspartameNM/message/1372
Mike Adams interviews Randall Fitzgerald on "The Hundred Year Lie:
How Food and Medicine are Destroying Your Health" 2006.06.21:
Murray 2006.09.28
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http://groups.yahoo.com/group/aspartameNM/message/782
RTM: Smith, Terpening, Schmidt, Gums:
full text: aspartame, MSG, fibromyalgia 2002.01.17
Jerry D Smith, Chris M Terpening,
Siegfried OF Schmidt, and John G Gums
Relief of Fibromyalgia Symptoms Following
Discontinuation of Dietary Excitotoxins.
The Annals of Pharmacotherapy 2001; 35(6): 702-706.
Malcolm Randall Veterans Affairs Medical Center,
Gainesville, FL, USA.
BACKGROUND: Fibromyalgia is a common rheumatologic
disorder that is often difficult to treat effectively.
CASE SUMMARY: Four patients diagnosed with fibromyalgia
syndrome for two to 17 years are described.
All had undergone multiple treatment modalities with limited success.
All had complete, or nearly complete,
resolution of their symptoms within months after eliminating
monosodium glutamate (MSG) or MSG plus aspartame from their diet.
All patients were women with multiple comorbidities
prior to elimination of MSG.
All have had recurrence of symptoms whenever MSG is ingested.

Siegfried O. Schmidt, MD Asst. Clinical Prof. siggy@...
Community Health and Family Medicine, U. Florida, Gainesville, FL
Shands Hospital West Oak Clinic Gainesville, FL 32608-3629
352-376-5071
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