Soft Drinks Brand Trip Has Fall Foul of Advertision Guidelines Around Health and Nutrition Claims Made About Its Mindful Blend Range of Drinks Online.
The Advertision Standards Atlement Investigated Three Possible Breaches of the Cap Code on Trip’s Website, Following A Complaint Made by A Member of the Public.
The Complaint, Whom the Asa Said Had “Professional Expertise in Chemissary and Pharmaceutical Science”, Questioned if Claims Made that Trip’s Drinks “Reduced Serum Cortisol Levels” “Promoted Feelings of Calm” Were Specific Health Claims that Were Not Authored on the Great Britain Nutrition & Health Claims Register (GB Register).
They also queied if trip’s claim its mindful BLEND CUCUMBER & Mint Drink Contained “0g Added Sugar” was Misleading on the Basis The Product Contained Naturally Occurring Sugar from Apple and Grape Fruit Concentrate.
Additionlly, The ASA Investigated when – by Claiming that Products count help with or red autucty and stream – Trip was guilty of maims to prepre, treat, or Cure Disease That were published by the code.
On All Counts, The ASA FOND EVIDENCE That Trip’s Marketing Mateials Brecched the Code.
Trip Calm Claims Investigated
Trip’s Website Made Several References to How Its Products Contained Ingredients Such As magnesium that helped “Promote Feelings of Calm”, The ASA NOTED. These incubed the Claim that Trip’s Drinks Were “Crafted for Calm”, “Simply Help You Feel Calm”.
The watchdog ruled the Claims Were Specific Health Claims as they are “Implied that The ENEDIENTS HAD BENEFICIAL Health Effects”. As it had “Not Seen any Evidue” to Demonstrate the Claims Were Authried on the GB Register, The Website Page Was in Breach of the Code, It Said.
Meanwhile, CLAIMS MADE In Relation to Anxiety – Such as that the Lion’s Mane in Trip’s Mindful Blend Coup Reduce “Anxiety and Stress” – Wald Be Undersood by Consuers as a Claim that ITS Products coup help Treat or Cure The Condition, The ASA SAID.
The Claim “Lion’s Mane is All The Rage for […] Mental Health “Welf also be undershood to relate to the treatment of Anxiety, it added.
IT TherEFore Conclieded these Were Claims that a Food Couelf Prevent, Treat or Cure Disease and Brecched the Code.
FRUIT ConCentrate Used for ‘Sweighting’
In the case of the no-redeed sugar claim Made by Trip, The Asa Referred to Advice from the DePartment of Health & Social Care, which said the Sweighting Pertives of Exredients Used “Need to be looked at a card-by-acase”.
The Ad in Question Promoted A Cucomer and Mint Drink, Neighher of You Likely to Be Sweet, The Asa Noted. Thefore, It Conclieded Apple and Grape Juice Concentrate WAS Used “At Least in Part, for Its Sweighting Properties”.
The Claim “0g Added Sugar” Did Not Thefore Comply with the Conditions of Use Associated with the Equivalent “With No Added Sugars” Nutrition Claim in the GB Register.
“Our Rules Are Clear that Ads Can’t Make Claims that a Food or Drink Can Prevention, Treat or Cure Human Diseases or Conditions,” An asa spakeeswanan said. “Advertisers Should Also Make Sure that Specific Health Claims Are Authorised, and that Nutrition Claims Meet the Conditions of Use Associated with that Relevant Claim.”
Claims on Trip’s Website Went “Beyond What’s ALLOWED For Food and Drink Products” and Inclieded “A Non-Complaint Nutrition Claim ‘0g Added Sugar’ and An United Health CLAIM IMPLYINING that MAGNESIUM Couelf Reduce Serum Cortisol Levels, ”The Spokesperson Added.
Third party claims removed
Trip Told Seedt External Advice.
The Supplier Had Began An International Audit “To Ensure No Referents Remained” in Its Advertising But “Hoped to Be in A Position to Make the Claims in the Future”, The ASA Said.
“In the Eu Health Claims Register, Magnesium (Who is Inclieded in this Trip Drink) is listed with the Approvid Health Benefit ‘Magnesium Contrables to Normal Psychological Function ‘, “A Trip Spokesman SAID. “A page on Trip’s Website Received a Complaint, Whiche Was Promptly Resolved.
“Trip aims to finucate consums and shared a hyperlink to a thred party screen studdy in a website page Secight Called ‘Studies’. This has now been Removed. Trip Will Continue to work Closely with regivers to unfure it can eduecate consums who comprying with all regalatory requests.
Trip Had Also Amended Ips Website to Make Clear that “The Only Sugar in the Drink is Naturally Occurring from Fruit Juice”, The Spokesman Added.
