Lucozade Sport ad campaign banned for claiming drink hydrates better than water

Advertising Standards Authority said ads failed to make it clear benefits would only be achieved during periods of prolonged exercise

A multimillion-pound advertising campaign for the fizzy energy drink Lucozade Sport has been banned for claiming that it hydrates better than water.

The makers of Lucozade Sport had made the claim as a central part of their £9 million marketing drive and used a glamorous line-up of athletes like the Real Madrid striker Gareth Bale.

"Lucozade Sport gives you the electrolytes and carbohydrates you need, hydrating you, fuelling you better than water," according to the advert.

But the campaign drew 63 complaints to the Advertising Standards Authority (ASA), including one from the National Hydration Council, challenging whether the claim by GlaxoSmithKline (GSK) broke advertising rules.

GSK said Lucozade Sport was a carbohydrate-electrolyte solution and that two health claims for such solutions had been authorised by the European Union after a scientific assessment undertaken by the European Food Safety Authority.

GSK said their claim was consistent with the authorised claim "carbohydrate-electrolyte solutions enhance the absorption of water during physical exercise".

The company also said the claim was authorised under EU regulations, as well as the Department of Health's guidance on "general principles on flexibility of wording for health claims."

But the ASA said the "hydrates and fuels you better than water" claim did not appear on the list of EU authorised health claims relating to "carbohydrate-electrolyte drinks" and that the wording of the claims failed to make it clear that the benefits of the drink would only be achieved during periods of prolonged exercise.

The ASA said in a statement: "Even if we had accepted that 'fuels' was an acceptable rewording of the authorised claim 'contributes to the maintenance of endurance performance during prolonged endurance exercise', we noted that that claim did not make any comparison with water, and we therefore considered that it would not have been acceptable for GSK to state that the product 'fuels ... better than water'."

National Hydration Council general manager Kinvara Carey said: "There is already much confusion over the role of sports drinks and for the majority of people participating in exercise and sporting activities, water is all that is needed for effective hydration."

Part of the campaign: The "Last man standing" TV advert by Grey London

Lucozade was invented in 1927 by the British chemist William Owen, who wanted to produce a drink that would be a cheap and effective source of energy for the ill. It was originally called Glucozade and renamed Lucozade in 1929.

In September last year GSK sold Lucozade and Ribena to the Japanese conglomerate Suntory for £1.35 billion.

Start your day with The Independent, sign up for daily news emails
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA year of political gossip, levity and intrigue from the sharpest pen in Westminster
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

Ashdown Group: Analyst Programmer (Filemaker Pro/ SQL) - Global Media firm

£50000 per annum + 26 days, pension, private medical : Ashdown Group: A highly...

Ashdown Group: (PHP / Python) - Global Media firm - London

£50000 per annum + 26 days holiday,pension: Ashdown Group: A highly successful...

Sauce Recruitment: Financial Accountant -Home Entertainment

£200 - £250 per day: Sauce Recruitment: 6 month contract (Initially)A global e...

Sauce Recruitment: Financial Accountant -Home Entertainment

£200 - £250 per day: Sauce Recruitment: 6 month contract (Initially)A global e...

Day In a Page

Syria crisis: Celebrities call on David Cameron to take more refugees as one young mother tells of torture by Assad regime

Celebrities call on David Cameron to take more Syrian refugees

One young mother tells of torture by Assad regime
The enemy within: People who hear voices in their heads are being encouraged to talk back – with promising results

The enemy within

People who hear voices in their heads are being encouraged to talk back
'In Auschwitz you got used to anything'

'In Auschwitz you got used to anything'

Survivors of the Nazi concentration camp remember its horror, 70 years on
Autumn/winter menswear 2015: The uniforms that make up modern life come to the fore

Autumn/winter menswear 2015

The uniforms that make up modern life come to the fore
'I'm gay, and plan to fight military homophobia'

'I'm gay, and plan to fight military homophobia'

Army general planning to come out
Iraq invasion 2003: The bloody warnings six wise men gave to Tony Blair as he prepared to launch poorly planned campaign

What the six wise men told Tony Blair

Months before the invasion of Iraq in 2003, experts sought to warn the PM about his plans. Here, four of them recall that day
25 years of The Independent on Sunday: The stories, the writers and the changes over the last quarter of a century

25 years of The Independent on Sunday

The stories, the writers and the changes over the last quarter of a century
Homeless Veterans appeal: 'Really caring is a dangerous emotion in this kind of work'

Homeless Veterans appeal

As head of The Soldiers' Charity, Martin Rutledge has to temper compassion with realism. He tells Chris Green how his Army career prepared him
Wu-Tang Clan and The Sexual Objects offer fans a chance to own the only copies of their latest albums

Smash hit go under the hammer

It's nice to pick up a new record once in a while, but the purchasers of two latest releases can go a step further - by buying the only copy
Geeks who rocked the world: Documentary looks back at origins of the computer-games industry

The geeks who rocked the world

A new documentary looks back at origins of the computer-games industry
Belle & Sebastian interview: Stuart Murdoch reveals how the band is taking a new direction

Belle & Sebastian is taking a new direction

Twenty years ago, Belle & Sebastian was a fey indie band from Glasgow. It still is – except today, as prime mover Stuart Murdoch admits, it has a global cult following, from Hollywood to South Korea
America: Land of the free, home of the political dynasty

America: Land of the free, home of the political dynasty

These days in the US things are pretty much stuck where they are, both in politics and society at large, says Rupert Cornwell
A graphic history of US civil rights – in comic book form

A graphic history of US civil rights – in comic book form

A veteran of the Fifties campaigns is inspiring a new generation of activists
Winston Churchill: the enigma of a British hero

Winston Churchill: the enigma of a British hero

A C Benson called him 'a horrid little fellow', George Orwell would have shot him, but what a giant he seems now, says DJ Taylor
Growing mussels: Precious freshwater shellfish are thriving in a unique green project

Growing mussels

Precious freshwater shellfish are thriving in a unique green project