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The ad in question stated: "When only rBST hormone-free will do. Tested and audited, so you know what’s in your milk." Dr. Collins contended that this statement was deceptive, particularly questioning the accuracy of Woolworths' claims about rBST (Recombinant Bovine Somatropin) and its effects on milk. However, the AAC has upheld the Directorate’s decision, concluding that Woolworths' advertisement was not in violation of advertising standards.
The Committee found that Woolworths’ advertising practices complied with the Code of Advertising Practice and did not mislead or exploit consumers.