A vegan has reported a Festive Bake advert over fears it could mislead customers.
Sharon Nixon, 55, says the Greggs slogan 'all taste, no turkey' could make people think the pastry is meat-free.
The accountant has complained to the advertising watchdog and urged the bakery chain to make its wording clearer.
Greggs says the Festive Bake contains chicken, smoked ham hock and bacon, as well as pork stuffing.
On its website, the company uses the slogan alongside an explanation that it has filled the bakes with chicken since 2009.
Ms Nixon said: "As a vegan, I find this wording particularly misleading."
"When a product is marketed as 'no turkey', it is entirely reasonable to assume that it is an alternative to turkey, made from plant-based ingredients, or at the very least suitable for vegetarians."
She acknowledged that the pastry does not contain turkey, but argued that technically accurate wording was not necessarily clear to customers.
She said: "Imagine someone buying this for a vegetarian or vegan family member, assuming that 'no turkey' means a meat-free alternative."
"The consequences could be genuinely upsetting."
The Advertising Standards Authority (ASA) said it had received a number of complaints that the campaign could give a misleading impression that the product did not contain meat.
At the time of its statement, the watchdog said it was assessing the complaints but was not formally investigating.
An ASA spokeswoman said: "These complaints are being assessed to determine whether there are grounds for further action."
"But for clarity, we're not currently formally investigating."
Ms Nixon said Greggs should make it clear when a product contains meat.
She said: "Consumers deserve clear, unambiguous labelling, not wording that relies on a technicality."
"I would like Greggs to reconsider this approach and make it absolutely clear when a product contains meat, rather than using language that could mislead people about what they are buying."
The supplied account also described differing reactions from other customers, with some criticising the wording and others questioning whether 'no turkey' would be understood to mean vegan.
Greggs declined to comment.
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