UK – An advert for Arla’s Rosenborg Danish Blue cheese has been withdrawn after a complaint over its ‘misleading’ nature.

The Stilton Cheese Makers’ Association (SCMA) was furious that the advert, which showed wedges of cheese arranged along a red tray to resemble the Union flag, gave the impression that the cheese was made in Britain. It is produced in Denmark.

The SCMA also complained about the advert’s banner, which read: “Rosenberg. Britain’s favourite blue cheese brand.” The Advertising Standards Authority (ASA) ruled that Arla’s claim that Rosenborg is Britain’s favourite brand was misleading, and asked the company not to repeat it.