Advertising Age Quotes Manatt Partner on Spice Maker’s Health Claims
“Spice Maker McCormick Springs Health Messages Into Marketing”
Advertising Age
January 23, 2012 – Advertising Age quoted Manatt’s Linda A. Goldstein, chair of the firm’s Advertising, Marketing & Media Division, on spice and herb giant McCormick’s health messaging campaign.
According to Advertising Age, McCormick’s aggressive marketing campaign that touts the potential health benefits associated with certain spices has drawn criticism. The company’s health-focused TV ads, print ads and website promote health messages of “super spices” and claim that they can help with everything from reducing inflammation to curbing hunger or boosting metabolism. McCormick cites various studies for its health messaging, including one by University of Texas researchers that found evidence to suggest curcumin, which is found in the spice turmeric, may have significant benefits such as inhibiting the growth of cancer cells.
Health advocates are skeptical of McCormick’s claims, stating that though some studies suggest benefits with certain herbs, it is usually not in typical dietary amounts nor in humans.
Goldstein told Advertising Age that she thinks McCormick’s tactics are legal and “pretty mild stuff.”
“They are not saying ‘If you eat this, you will avoid this or have this medical result,’” she said.
Read the article here.