CCE rapped over Vitaminwater ad

04 February, 2011

Coca-Cola Enterprises has said it is disappointed that the advertising watchdog has ruled it can’t use the word “nutritious” in ads for its Vitaminwater brand.

The Advertising Standards Authority received three complaints about a poster ad using the word to describe the product, which contains 23g of added sugar – a quarter of the guideline daily amount – in each 50cl bottle.

The ASA said in its ruling that “we considered that [consumers] would not expect a nutritious drink to have the equivalent of four or five teaspoons of added sugar”.

In a statement, CCE said: “We have always been completely transparent that the drinks contain 23g of sugar in each 50cl bottle, which has been prominently labelled on pack since launch. We do not believe this detracts from the vitamin and mineral content of the drinks.

“We are therefore disappointed with the Advertising Standards Authority’s decision to uphold three consumer complaints, based on a difference in opinion over the use of the word nutritious.”

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