Coca-Cola banned from claiming its Vitaminwater brand is 'nutritious'
The Advertising Standards Authority upheld complaints that a poster campaign for the drink was misleading, advertising the drink as ‘nutritious’ when the 500ml drink contained more than a quarter of the recommended daily intake.
The soft drinks giant’s poster campaign ran with the tag line ‘enhanced hydration for the nation – delicious and nutritious.’
But while the sugar content of the drink is documented on the label, the advertising watchdog said that they considered consumers would not expect a ‘nutritious’ drink to have the equivalent of four or five teaspoons of added sugar.
Coca-Cola defended the use of the contentious word, saying the product contained ‘nutritionally meaningful quantities of several nutrients’ including vitamin C and four B vitamins.
But the ASA said the use of the word nutritious was misleading and said the advertisement should not appear again in its current form.
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