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Danone the diary company has withdrawn its requests to approve its claims that the brand offers many health benefits to its consumers.

Danone has often promoted its yoghurt drink Actimel as a natural strengtheners of the body’s defences and that Activia will help regulate digestion.  According to the company, it is simply waiting for the European Food Safety Authority to clarify how approval is granted for status as a healthy food group.

At the same time, Danone already withdrew its health claims voluntarily form all products that are sold in France and in the UK. Last year a UK regulator banned an ad for Actimel that touted its health benefits.

The regulation of such claims is currently in transition within Europe and up until the present all claims have been up to the sole discretion of the national regulator from every separate European country.

The UK Advertising Standards Authority placed a ban on the television advert for Actimel in the UK, after it ruled that the health claims that it could help boost the immunity of youngsters against illness were not substantially backed by evidence.

In the future, all advertising that contains health claims must be approved by a European regulator although at the moment the requirements and process for approval are still being considered and drawn up with a final meeting scheduled to take place on the 1^st of June.

In response, Pierre-Andre Terisse the chief financial officer for Danone stated that they withdrew their application from the EFSA in order to allow themselves time to have a say in the meeting.

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