Sweet victory for complaints about Vitaminwater
The Advertising Standards Authority (ASA) has banned Coca-Cola from claiming its Vitaminwater brand of pretty-coloured drinks are "nutritious", after three people complained that a bottle of the stuff contains 23 grams of sugar.
The argument against Coca Cola was summed up succinctly: "We considered that consumers would understand the word 'nutritious' in the context of the ad as a claim that Vitaminwater contained added ingredients that were needed by the body in order to stay healthy," the ASA said. "However, we considered that they would not expect a 'nutritious' drink to have the equivalent of four or five teaspoons of added sugar."
Coca-Cola had attempted to worm out of the complaint by arguing that four or five teaspoons of extra sugar was perfectly reasonable, because there were also "meaningful quantities" of nutrients and vitamins - which is like promoting pie and chips every day as a healthy diet, so long as you wash it down with a pint of Kaliber.