Exposing the Biggest Advertising Deceit in Consumer Products: "Golden Windbag" 2025 Edition
Most Audacious Advertising Deceits Targeted for 2025
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In supermarkets across the globe, deceiving customers is a common practice among brands, Foodwatch alleges. To call out these dishonest practices and combat label fraud, the non-profit organization has shortlisted five questionable products for the 2025 "Golden Windbag" award. Voting is open until mid-July 2025, encouraging consumers to reject daily deception and advocate for truth in marketing.
The Contenders
DirTea Glow Iced Tea by Dirtea
Foodwatch is skeptical of Dirtea's promises of a radiant glow and improved skin and nails with their iced tea. The organization argues that the supposed biotin and zinc content are not required for achieving these effects. Some of the advertising claims could even be illegal, according to Foodwatch.
MenstruChocbar by InnoNature
InnoNature's chocolate bar marketed as providing everything "your body and soul needs" during menstruation raises eyebrows among consumer advocates. The bar contains high sugar content, and there is no scientific evidence to support any benefits from the iron, red maca, or vitamin B6 included in the product.
Milka Alpine Milk by Mondelez
A case of shrinkflation is at the center of Foodwatch's criticism of Milka Alpine Milk. Mondelez reduced the package content from 100 to 90 grams, raised the price from 1.49 to 1.99 euros, and this represents a 48 percent price increase, according to consumer advocates.
Rama by Flora Food Group
Flora Food Group advertises their Rama margarine as consisting of "100% natural ingredients," but the product contains numerous additives and industrially produced ingredients that are not compatible with the idea of a natural product.
Norwegian Smoked Salmon by Fish Tales
Fish Tales' "sustainable" smoked salmon raises questions about transparency, as the company refuses to reveal the exact farm from which the salmon originates, despite the ASC seal on the packaging promising traceability.
Past Winners
Previous winners of the "Golden Windbag" award include Danone's Actimel drinking yogurt (2009), Ferrero's milk chocolate bar (2011), and Coca-Cola's "Smart Water" (2018). Rewe was awarded the prize for their climate-neutral advertising on chicken meat in 2021 and stopped the deceptive practices as a result. Other past winners include Intersnack Germany's "Pom-Bär Oven Minis" in 2023 and Alete's "Fruities Strawberry-Banana with Yogurt" in 2024.
Consumers can submit any products they suspect of deceitful marketing on schummelmelder.de, Foodwatch's complaint platform for false advertising.
Sources: ntv.de, awi
- In the scope of various industries including food-and-drink, retail, and finance, employment policies would need to be implemented to prevent deceptive practices in advertising, as highlighted by Foodwatch's "Golden Windbag" awards.
- As the "Golden Windbag" 2025 edition focuses on exposing false claims in consumer products, it would be interesting to examine employment policies within the advertising sector to ensure truthful marketing.
- In light of the "Golden Windbag" awards and the recent focus on transparency in advertising, it might be beneficial for companies across different industries, such as food-and-drink, finance, and retail, to review their employment policies in relation to their marketing practices, ensuring honesty and customer satisfaction.
