Indian pomace oil brand responds to complaint on health claims

Leonardo Olive Pomace Oil, one of the leading olive oil brands in India, was served a notice by the Advertising Standards Council of India (ASCI) to withdraw its print advertisement claiming health benefits of the product. The advertisement had claimed that Leonardo Olive Pomace Oil “helps fight cholesterol and heart disease,” “lowers blood pressure,” “controls and prevents diabetes” and “fights cancer.” In its decision, the ASCI said “Pomace olive oil is produced by solvent extraction and has polycyclic aromatic hydrocarbons (PAHs) which are both mutagenic and carcinogenic.”