Lucozade ads banned for ‘water’ line

An M&C Saatchi ad for Lucozade has been banned by the Advertising Standards Agency (ASA) for likening the product to water.

The television and poster campaign featuring the tagline “The Fitness Water”, triggered a complaint from rival drinks company C&C, which argues that the use of the term water implies that the product is an unprocessed drink without calories.

Lucozade says that many flavoured mineral water-based drinks contain similar calorie and carbohydrate levels to Lucozade, and that other energy drinks have a higher content of both calories and carbohydrates.

Although the ASA has ruled that the drink is not a high-calorie product, it does agree that the ads give the impression that the drink contains no additives or calories, and say that the advertisements must be modified.

vComplaints have been upheld against three ads for mobile ringtones, created by agency Lorena Medienagentur . There were 22 complaints that the advertisements did not make it clear that sending a text to the number advertised would result in a subscription to a service costing &£3 a week.

Lorena Medienagentur says that the ads make it clear that people are joining a subscription service and that the necessary information is provided in written form. But the ASA has upheld the complaints relating to all three executions and has asked the advertiser to amend the ads.

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