Choice asks public to report ‘crazy credence claims’ after Coles handed three year bread ban

The consumer watchdog has urged the public to spill the beans on “crazy credence claims” after Coles was banned for three years from advertising that its bread is made or baked on the day it is sold.

The penalty, handed down by the Federal Court, follows a ruling in June which found Coles guilty of misleading shoppers with claims that bread products were “baked today” or “freshly baked in-store”.

The court said the claims were false, misleading and deceptive.

“Credence claims such as ‘freshly baked’ or ‘baked today’ can lead consumers to pay a premium in the mistaken belief they are purchasing a superior product,” Choice head of media Tom Godfrey said.

“Consumers should have confidence that there is truth in product labels. The Court decision over Coles’ conduct is a step forward for consumers and sets a very strong standard that misleading and deceptive representation will not be taken lightly.”

“Consumers put a lot of faith in credence claims made by the supermarkets and major food companies.

“With the Choice Shonky Awards just weeks away we are asking consumers to report any dodgy credence claims they have found when walking the supermarket aisles.”


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