Ban for Coca-Cola's 'Vitaminwater' ad

An ad for Coca-Cola's Vitamin Water has been banned for claiming that the drink is "nutritious" while containing up to five teaspoons of sugar, a watchdog said.

Three people complained that the poster for Vitamin Water was misleading for using the word "nutritious" in the catchline, while one of them understood each 500ml bottle contained more than 30g of sugar.

Coca-Cola said the product actually contained 23g of sugar per 500ml - "a significantly lower amount".

Defending the use of the word "nutritious", Coca-Cola said the product contained "nutritionally meaningful quantities of several nutrients including 25% of the recommended daily allowance of four B vitamins (B6, B12, niacin and pantothenic acid) along with 100% of the recommended daily allowance of vitamin C".

All varieties of the product contained the 23g of sugar per 500ml serving to deliver an energy density of 19 kcal/100 ml, which meant they qualified for the category of "low calorie" drinks under EU regulations, it added.

Upholding the complaints, the ASA said it considered that consumers would understand the word "nutritious" in the ad as a claim that Vitamin Water contained added ingredients that were needed by the body in order to stay healthy.

However, it added: "We considered that they would not expect a "nutritious" drink to have the equivalent of four or five teaspoons of added sugar.

"Because Vitamin Water contained about a quarter of a consumer's GDA (guideline daily amount) for sugar as well as the added vitamins, we considered that the description of Vitamin Water as "nutritious" was misleading."

It ruled that the ad should not appear again in its current form.

A Coca-Cola spokeswoman said: "We have always been completely transparent that the drinks contain 23g of sugar in each 500ml bottle, which has been prominently labelled on pack since launch. We do not believe that this detracts from the vitamin and mineral content of the drinks.

"We are therefore disappointed with the ASA's decision to uphold three consumer complaints based on a difference in opinion over the use of the word nutritious. The reference to 'nutritious' featured in one advert that appeared last summer."

Suggested Topics
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
Arts and Entertainment
Robert De Niro, Martin Scorsese and DiCaprio, at an awards show in 2010
filmsDe Niro, DiCaprio and Pitt to star
News
i100
News
In this photo illustration a school student eats a hamburger as part of his lunch which was brought from a fast food shop near his school, on October 5, 2005 in London, England. The British government has announced plans to remove junk food from school lunches. From September 2006, food that is high in fat, sugar or salt will be banned from meals and removed from vending machines in schools across England. The move comes in response to a campaign by celebrity TV chef Jamie Oliver to improve school meals.
science
Sport
England captain Wayne Rooney during training
FOOTBALLNew captain vows side will deliver against Norway for small crowd
Life and Style
Red or dead: An actor portrays Hungarian countess Elizabeth Báthory, rumoured to have bathed in blood to keep youthful
health
News
peopleJustin Bieber charged with assault and dangerous driving after crashing quad bike into a minivan
News
peopleHis band Survivor was due to resume touring this month
News
people'It can last and it's terrifying'
Life and Style
fashionModel of the moment shoots for first time with catwalk veteran
Sport
Radamel Falcao poses with his United shirt
FOOTBALLRadamel Falcao's journey from teenage debutant in Colombia to Manchester United's star signing
Life and Style
fashionAngelina Jolie's wedding dressed revealed
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Trainee Recruitment Consultant

£20000 - £45000 per annum + uncapped: SThree: Key featuresA highly motivated ...

Account Manager / Sales Account Manager / Recruitment Account Manager

£25k Basic (DOE) – (£30k year 1 OTE) : Guru Careers: We are seeking a bright A...

Marketing Executive / Member Services Exec

£20 - 26k + Benefits: Guru Careers: A Marketing Executive / Member Services Ex...

Trend Writer / Copywriter

£25 - 30k (DOE): Guru Careers: A Trend Writer / Copywriter: Retail, Design and...

Day In a Page

Chief inspector of GPs: ‘Most doctors don’t really know what bad practice can be like for patients’

Steve Field: ‘Most doctors don’t really know what bad practice can be like for patients’

The man charged with inspecting doctors explains why he may not be welcome in every surgery
Stolen youth: Younger blood can reverse many of the effects of ageing

Stolen youth

Younger blood can reverse many of the effects of ageing
Bob Willoughby: Hollywood's first behind the scenes photographer

Bob Willoughby: The reel deal

He was the photographer who brought documentary photojournalism to Hollywood, changing the way film stars would be portrayed for ever
Hollywood heavyweights produce world's most expensive corporate video - for Macau casino

Hollywood heavyweights produce world's most expensive corporate video - for Macau casino

Scorsese in the director's chair with De Niro, DiCaprio and Pitt to star
Angelina Jolie's wedding dress: made by Versace, designed by her children

Made by Versace, designed by her children

Angelina Jolie's wedding dressed revealed
Anyone for pulled chicken?

Pulling chicks

Pulled pork has gone from being a US barbecue secret to a regular on supermarket shelves. Now KFC is trying to tempt us with a chicken version
9 best steam generator irons

9 best steam generator irons

To get through your ironing as swiftly as possible, invest in one of these efficient gadgets
England v Norway: Wayne Rooney admits England must ‘put on a show’ to regain faith

Rooney admits England must ‘put on a show’ to regain faith

New captain vows side will deliver for small Wembley crowd
‘We knew he was something special:’ Radamel Falcao's journey from teenage debutant to Manchester United's star signing

‘We knew he was something special’

Radamel Falcao's journey from teenage debutant to Manchester United's star signing
'I’ll tell you what I would not serve - lamb and potatoes': US ambassador hits out at stodgy British food served at diplomatic dinners

'I’ll tell you what I would not serve - lamb and potatoes'

US ambassador hits out at stodgy British food
Radio Times female powerlist: A 'revolution' in TV gender roles

A 'revolution' in TV gender roles

Inside the Radio Times female powerlist
Endgame: James Frey's literary treasure hunt

James Frey's literary treasure hunt

Riddling trilogy could net you $3m
Fitbit: Because the tingle feels so good

Fitbit: Because the tingle feels so good

What David Sedaris learnt about the world from his fitness tracker
Saudis risk new Muslim division with proposal to move Mohamed’s tomb

Saudis risk new Muslim division with proposal to move Mohamed’s tomb

Second-holiest site in Islam attracts millions of pilgrims each year
Alexander Fury: The designer names to look for at fashion week this season

The big names to look for this fashion week

This week, designers begin to show their spring 2015 collections in New York