false advertising

Give Us This Day Our Daily (100% Natural) Bread: Shame on Whole Foods & Aunt Millie's

I just discovered I've been duped.

This is painful, because I like to think I know how to read labels. I also like to trust products named Aunt Millie and stores named Whole Foods.

Alas, I forgot one of my basic shopping principles: Never trust food that calls itself "natural."

In label language, natural means nothing at all. Companies who use the term in their marketing are usually trying to hide something. I should have looked more carefully at Aunt Minnie's Hearth Fiber for Life 12 Whole Grains bread.

Here, I'll show you the inset up close. I read it as "100% natural whole grain," never stopping to wonder why the marketers bothered to point out that whole grains are natural (isn't that obvious?). But no. This bread is not 100% whole grain. It is 100% natural, whatever that means, and it contains whole grains. Twelve of them, in fact. But its third listed ingredient, after water and whole grain wheat flour, is unbleached wheat flour.

UK Watchdog Group Bans Christian Ads, Says Divine Healing=False Advertising

 LONDON — Britain's powerful media advertising watchdog has banned a Christian group from claiming on its website and brochures that God's cure-all powers can heal a string of medical ailments.

The Advertising Standards Authority, the independent regulator of advertising in all British media, ruled that the ads generated by the group Healing on the Streets are irresponsible and misleading.

The ASA, whose tight rules are considered among the world's most stringent, cites a leaflet produced by the group from its center in the spa town of Bath, England, claiming that God "can heal you from any sickness."

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