The UK Advertising Standards Authority has found against Coca Cola this week. The findings are in relation to 3 posters and a leaflet featuring Coca Cola's Vitaminwater range of soft drinks. You can see the full judgement here, but below is an exerpt
"We noted Coca-Cola's assertion that the product could be defined as "low calorie"; however, we also noted from the ingredient breakdown supplied that the products contained 4.6 g sugar per 100 ml or 23 g per 500 ml serving which constituted 26% of the recommended daily allowance (RDA) based on 2000 calories per day. We considered that the appearance of the product, its colour, and the fact that it was fortified with vitamins made it clear to consumers that they were not "pure" water without calories or sugar. However, because we considered the ads made claims that were likely to be understood as referring to the nutritional and health benefits of the drinks, it was likely that, in conjunction with these claims, readers would infer that the range of drinks were "healthy". Because the drinks contained a significant proportion of a consumers RDA for sugar we concluded the ads were likely to mislead."
