"Deceptive Dozen" Uncovering Marketing's Sneakiest Lies 2025 Nominees
Unveiled: Boldest Deceptive Advertising Claims Foreseen in 2025
Call it out when brands try to hoodwink you! That's the message from consumer advocacy group, Foodwatch, as they unveil their annual "Deceptive Dozen" nominations - honoring the goods that bend the truth and stretch the limits of advertising to the breaking point. Voting for the most deceptive product starts now and will end in mid-July 2025.
The Contenders
DirTea Glow Iced Tea by Dirtea
Facing heat for its claims of "visible glow effect" and "beautiful skin and nails," Foodwatch accuses DirTea Glow of selling nothing more than a sugary iced tea with extra biotin and zinc. Both of these ingredients offer no magical benefits, as they simply serve the same purpose as many other common foods in promoting skin and hair health. Some of the advertising claims, Foodwatch alleges, even border on illegality.
MenstruChocbar by InnoNature
Behind the sweet, chocolatey promise of a product that gives "everything your body needs during menstruation," Foodwatch uncovers a high-sugar treat containing little more than empty promises. While the product boasts iron, red maca, and vitamin B6, these components are not supported by any research linking them to verified menstrual health benefits.
Milka Alpine Milk by Mondelez
Milka Alpine Milk paints a picture of a genuine, traditional Swiss dairy experience. But Foodwatch rises the alarm on this product as a prime example of "shrinkflation," where package content is reduced while prices rise. Milka Alpine Milk sheds 10 grams of product, all while a 48% price increase gets slapped on the label.
Rama by Flora Food Group
Adorned with the slogan "100% natural ingredients," Rama margarine promises an all-natural food experience worth savoring. However, Foodwatch finds this claim to be sorely misleading, as it contains numerous additives and industrially produced components far removed from “natural.”
Norwegian Smoked Salmon by Fish Tales
The "sustainable" Norwegian smoked salmon offered by Fish Tales might not be as honest or transparent as promised. Despite the presence of the ASC seal signifying responsibly sourced fish, the brand refuses to divulge the farm of origin for its product. Foodwatch raises concerns and demands more transparency, as consumers deserve to know where their seafood comes from - not to be left in the dark.
Past Prizewinners
Joining the ranks of the "Deceptive Dozen" Hall of Shame, past winners include Danone's Actimel drinkable yogurt (2009), Ferrero's milk snack (2011), and Coca-Cola's "Smart Water" (2018). In 2021, Rewe earned the "Deceptive Dozen" award for its misleading climate-neutral chicken meat marketing and eventually ceased the deceptive practices. In 2023, Intersnack Deutschland's "Pom-Bär Oven Minis" and in 2024, Alete's "Obsties Strawberry-Banana with Yogurt" took home the shameful prize.
Join the Fight Against Deceitful Deals
Want to report a deceptive product? Head over to schummelmelder.de, Foodwatch's platform for alerting them and the public to misleading marketing claims.
Keywords:
- Foodwatch
- Deception
- Brands
- Advertising
- Food
- Consumer issues
- Consumers
- Packaging
- Marketing lies
- Climate-neutral advertising
- Food industry
- Retail
- Consumer goods
- The consumer advocacy group, Foodwatch, critiques various brands for their deceptive advertising tactics, including DirTea Glow Iced Tea, MenstruChocbar, Milka Alpine Milk, Rama margarine, and Norwegian Smoked Salmon from Fish Tales.
- Foodwatch calls out the misleading employment policies depicted in numerous entertainment industries such as books, social-media, movies-and-tv, and pop-culture, particularly in the realm of sci-fi and fantasy.
- In the midst of the "Deceptive Dozen" nominees, one can find numerous examples of shrinkflation in common consumer goods like iced tea, chocolate, dairy products, margarine, smoked salmon, and even books, illustrating the need for transparency across various industries.
