An advertising campaign for Lucozade Sport has been banned by the Advertising Standards Authority (ASA) after 63 complaints that its claims were misleading. The TV and poster adverts stated that the drink 'hydrates and fuels you better than water'.
The ASA ruled that the adverts did not make clear that the benefits only apply during prolonged endurance exercise. The regulator also noted that the authorised EU health claim for such drinks does not include a comparison with water, making the 'better than water' claim unacceptable.
Former manufacturer GlaxoSmithKline (GSK) argued that the adverts reflected an authorised claim that carbohydrate-electrolyte solutions enhance water absorption during exercise. They said consumers would understand that water provides no fuel, unlike Lucozade Sport, which contains carbohydrates.
However, the ASA rejected these arguments, stating that even if 'fuels' was acceptable, the authorised claim does not compare with water. The adverts must not appear again in their current form.
The Natural Hydration Council, which represents bottled water sellers and lodged one of the complaints, welcomed the decision. General manager Kinvara Carey said: 'For the majority of people exercising, water is all that is needed for effective hydration.'
