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Online video ad oversimplified breadmaking and was misleading about ingredients used, ASA rules

An Iceland video about its range of bread has been banned for oversimplifying the baking process and the number of ingredients.

The online video ad showed bread products, the outside of a windmill and an interview with a baker who appeared to be inside the windmill, who said: “Our stone-baked bread is made from the best wheat, sourdough, water, salt and an amount of yeast. The philosophy is that we only use natural ingredients ... Once at home, store the bread in the freezer, bake the bread frozen in the oven.”

Related: Great British Bake Off's success could be recipe for trouble at cash-strapped BBC

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