SodaStream forced to pull ‘denigrating’ ad

SodaStream was forced to pull a television advertisement hours before it was scheduled to break after the body that clears spots for air slammed it as “denigrating” to the soft drinks market.


Broadcast clearance body ClearCast ruled the ad, which claimed consumers could save up to 2,000 plastic bottles every year by using SodaStream to make soft drinks from tap water at home, was not fit to air. The decision came yesterday afternoon (22 November) ahead of its scheduled debut during ITV1’s “I’m a Celebrity” last night.

In a statement ClearCast says: “The majority [at ClearCast] decided that the ad could be seen to tell people not to go to supermarkets and buy soft drinks, instead help to save the environment by buying a SodaStream. 

“We thought it was denigration of the bottled drinks market.”

The ad, part of an £11m global campaign , has already run in the United States, Sweden and Australia.

Fiona Hope, SodaStream UK’s managing director, called the decision “absurd”.

“We have neither named nor disparaged any of our competitors in the industry and cannot see how this makes any sense, she says, adding that the company “push to reverse this decision.”

Talking to Marketing Week ahead of the launch, Fiona Hope, UK MD of SodaStream said the existing soft drinks industry model is “not fit for the 21st century”, adding “they [soft drinks manufactures] all talk about how much recycling they do but to us recycling is overrated and the world could live with an awful lot less plastic in the first place.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 will be your guide.


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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

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