Advertising Standards Authority Bans 'Misleading' Coca-Cola Vitaminwater Ad

For the second time in 18 months, Coca-Cola has been censured for "misleading" health statements made about its Vitaminwater brand in a recently released poster ad.

The Advertising Standards Authority acted on complaints that Coca-Cola falsely claimed their product is "nutritious" in the ad, which would mislead consumers. The product in fact has "the equivalent of four or five teaspoons of added sugar".

Coca-Cola has responded by saying said the product could be described as "nutritious" because it contained nutritionally meaningful quantities of several nutrients and provides 100% of the recommended daily allowance of vitamin C.

The drinks giant also said these ingredient quantities are in line with the dictionary definition of "nutritious" which is described as "containing many of the substances needed for life and growth" and "providing substances that people need in order to be healthy".

The current ban follows an earlier ban by the ASA in October 2009, when they also ruled that claims about the health and nutritional value of the Vitaminwater drink were likely to mislead consumers.

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