Oct.17: TALL TALK
Ocean Fruit Wave fruit drink claimed to contain real fruit juice, glucose, vitamins B3,Â B6, B9 and B12 and no artificial sweeteners or colours. Moreover, the print advt showed an illustration of fruits saying â€œYou can squeeze those bottles instead of meâ€. Another illustration of berries had a caption: â€œYeah, itâ€™s all meâ€. We complained about these exaggerated claims.
ASCI referred the advt to its technical expert and upheld two of our objections. The advice to â€œsqueeze the bottlesâ€ and have the drink instead of fresh fruit violated ASCI Guidelines on Advertising of Food and Beverages Clause 5 (â€œmislead as to the nutritive value of the beverageâ€). Also, regarding the claim â€œitâ€™s all meâ€, ASCI felt that the implication was that the product was, in its entire content, the fruit, which is not true. As such, the claim was misleading by implication and violative of the provisions of Chapter 1.1 and 1.4 of the ASCI code. The advertiser has agreed to remove this claim from the advt.