ASA forces Tetley to drop ‘Go on, live a lot’ tagline

Tetley is being forced to ditch its “Go on, live a lot” tagline by the Advertising Standards Authority (ASA) following complaints from the Food Commission.

It has also been rapped on its knuckles by the Independent Television Commission (ITC), which has asked it to drop its claim: “Tetley tea is rich in antioxidants that can help keep your heart healthy.” The campaign was created by D’Arcy.

Tetley ditched its iconic Tea Folk last year in favour of a “healthy living” approach (MW August 2, 2001). The idea was backed by the British Heart Foundation.

Tetley GB marketing and development director Nick Kilby says: “We are astounded by this ruling and surprised that there has been an objection to our communication regarding the health benefits of tea, particularly as the Broadcasting Advertising Clearance Centre (BACC) had previously given us the approval to run the ads.”

The ASA has not upheld complaints against the Barnardo’s press and poster ads, which focus on child prostitution. The watchdog received 20 complaints, which objected that the campaign was distressing, offensive and not suitable for children.

The ads, created by Bartle Bogle Hegarty, show young children with grotesquely aged and worn-out faces. Through this campaign, the children’s charity is lobbying the Government for tougher legislation to help combat child prostitution.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here