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.