The Institute for Agriculture and Trade Policy has lodged a complaint with the U.S. Federal Trade Commission against an advertising campaign being conducted by Johnson & Johnson's subsidiary, McNeil Nutritionals for the artificial sweetener Splenda.



The group asked the FTC to launch an investigation into Splenda advertising and to order McNeil to discontinue what they claim to be a deceptive campaign.



In a letter submitted to the FTC's Division of Advertising Practices, the IATP charged that the Splenda campaign seeks to confuse consumers into believing Splenda is a natural product, even though McNeil has no factual basis to support these assertions.



"We are extremely concerned about McNeil's insinuations in itsadvertisements that Splenda is natural or linked to sugar," Mark Ritchie, IATP's president said. "Splenda is anything but natural, and it should not beconfused with sugar that is grown by farmers."



In the letter, the IATP said it supported the efforts of Generation Green, a group that earlier this month made a similar request for the FTC to investigate McNeil's Splenda campaign.



Source: Association Release