Ribena ad banned for ‘exaggerated’ health boasts

Ribena has been banned from running claims touting the health credentials of its Ribena Plus range after the ad watchdog ruled they were “exaggerated”.

RibenaPlus-Campaign-2014_460

Health guarantees on the “Ribena Plus Benefits” web page were found to have gone too far in their attempts to make complicated European Food Standards Authority authorised claims understandable for consumers.

Ribena had re-worded the authorised claims with phrases such as “Vitamin A….helps keep your vision in tip-top condition” and “Vitamin C….It helps immunity”, and insisted it had made the brand’s marketing “more consumer friendly”. It is a practice employed by many food and drink marketers looking to highlight the health qualities of their products.

The Advertising Standards Authority (ASA) said the statements failed to fully convey the meaning of the EU’s health claims to shoppers, observing that the Ribena promotion implied that the vitamins optimise body performance when in fact they maintain its normal function.

Ribena defended the text and said it met EU guildines for running vitamin A and C claims in ads. GlaxoSmithKline issued the rebuttal instead of current Ribena owner Suntory as the online promotion launched prior to the completion of the latter’s acquisition last year.

The ruling follows the banning of an ad for fellow Suntory-owned drink Lucozade in January. The regulator rapped the energy drink for claiming its Lucozade Sport range “hydrates and fuels you better than water”.

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 3703 or email customerservices@marketingweek.com

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