What body did Tetley complain to regarding PG Tips advertising claims about pyramid bag brewing efficiency?
Answer
UK's Advertising Standards Authority (ASA)
When PG Tips began advertising the superior brewing efficiency of their pyramid bags, the rival company Tetley formally complained about the claims. This complaint was lodged with the UK's Advertising Standards Authority, commonly known as the ASA. Following comparative testing, the ASA ultimately validated Unilever's assertions, deciding in favor of the claims made about the pyramid shape's benefits. This regulatory decision solidified the pyramid design's credibility as a demonstrably effective advancement in tea bag technology, moving it beyond mere aesthetic preference.
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