Advertising Standards Authority that examined the case stated that there was indeed a breach of the advertisement industry code, with respect to truthfulness, substantiation and social responsibility. The campaign by the Food Standards Agency was targeted at reducing salt intake to a maximum of 6g per day.
The health concerns associated with the increased rate of heart attacks as a consequence of high blood pressure is said to have prompted the Government advertising campaign (Sid the Slug). According to official estimates, one adult dies of a heart attack, every three minutes in Britain.
High level of salt intake can result in poor control of hypertension. It was therefore stated by health professionals that reduction of salt consumption by 50% could prevent the high incidence of strokes and heart attacks in Britain. With the ever-increasing sale of healthy food, most UK citizens have indeed switched over to a diet, comprising of fruits and vegetables. Most of them have, in addition have limited or stopped the intake of salt.
However, the processed foods such as bread, cereals, ready to eat meals and meat preparations contain a large proportion of salt (75%). Sodium, one of the chemical constituents of salt can have a disastrous effect on the general health. Most processed food therefore now display the sodium content in the display label. This can be multiplied by 2.5, to arrive at the amount of salt in the food preparation.
The solution therefore is to maintain an adequate balance with respect to salt consumption by eating more of fruits and vegetables with little or no salt. Restriction of processed foods and turning onto low salt options whenever and wherever possible can possible reduce the associated cardiovascular risk.