Iceland bread advert banned for making baking seem too simple

The online video ad showed bread products, the outside of a windmill and an interview with a baker who appeared to be inside the windmill, who said: “Our stone-baked bread is made from the best wheat, sourdough, water, salt and an amount of yeast. The philosophy is that we only use natural ingredients … Once at home, store the bread in the freezer, bake the bread frozen in the oven.” The Real Bread Campaign and another viewer complained that the ad was misleading because they understood the bread was produced using automated industrial techniques and that at least some of the products included artificial additives. Iceland said the scenes of the windmill and the bread being kneaded were intended to represent the traditional methods and ingredients involved in producing the stone-baked products while pointing out that the products were not actually produced in this way.

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