banned lucozade advert
Post on 15-Jul-2015
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Banned Lucozade advert
By Dominic Edwards
Complaint:
• 63 Complaints
• Consumer: We believe this ad has given false information, stating that ‘It
hydrates you better than water’ that we do believe is a breach of Health and
Food Guidelines.
• HFG: Having the information at our disposal we do believe that this is not in
our regulated guidelines, therefore making it false information and
misleading audiences into drinking energy drinks over water.
Lucozade Response:
• The advert represented that ‘carbohydrate-electrolyte solutions enhance the
absorption of water during exercise, there is no indication that we have
promoted our product over water. Although in our poster ad we have
indicated this in an attempt to promote out product, and we do believe that
we have not breached EU guidelines. We also believe our product does
contain carbohydrates in which water does not contain the provided ‘fuel’’ at
all.
ASA Response - Upheld:
• Even if we had accepted that ‘fuels’ was an accepted rewording of the
authorised claim ‘contributes to the maintenance of endurance performance
during prolonged endurance exercise, we noted that the claim did not make
any comparison with water, and we therefore considered that it would not be
accepted for GSK to state the product ‘fuel’
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