South Africa, Oct. 21 -- Misleading?

Unilever, the maker of Knorr soups, argued that the phrase was misleading and unsubstantiated, suggesting that Imana's product was the top-selling or most preferred soup in South Africa. It claimed the slogan violated the Code of Advertising Practice, which require factual claims to be backed by evidence and prohibit misleading or ambiguous advertising.

Said Unilever in its complaint: "The Complainant asserts that, as the advertiser of the Knorr brand soups, it holds documentary evidence which contradicts the implied superiority conveyed by the claim 'NO.1 Soup', and that the Advertiser does not appear to possess substantiation to support such a claim.

Imana Foods countered that 'Imana No.1 Soup' wa...