Pepsi-owned Naked Juice has been told to remove the term ‘antioxidant’ from its marketing materials as the UK advertising watchdog demonstrates its EU law enforcement bite.

The UK Advertising Standards Authority (ASA) ruling follows the strict EU nutrition and health claims regulation (NHCR) which states ‘antioxidant’ is an implied health claim. Pre- and probiotics have faced the same destiny under the NHCR.

Since specific antioxidant claims for fruits or juices have not been approved under the NHCR, the ASA told Naked Juice the marketing was unauthorised and that it must stop.

http://www.nutraingredients.com/Regulation/Pepsi-busted-for-Naked-antioxidant-ambition