Fried Food Smell Is Not a Reliable Indicator of poor food Quality

Non-allowed claims: you cannot declare that an "intense smell of fried food" is a hint of a low quality frying oil, according to the Italian advertising self-regulation institute (IAP). The outcome is referred to a company that marketed a high-oleic sunflower frying oil, that due to a higher antioxidants content produces a less intense smell when used for frying food, compared with standard high-linoleic sunflower oils. The company failed to prove that the smell produced by standard oils is linked to lower quality, and has therefore been requested to remove the claim from the marketing material.