A Lucozade Sport ad campaign has been slammed by the Advertising Standards Authority (ASA) for falling foul of European Food Safety Authority (EFSA) health claims rules.
The ASA banned the campaign’s TV and poster ads after receiving 63 complaints, including objections from the Natural Hydration Council (NHC), a trade body representing bottled water producers.
The scientific panel of the organisation incorporates experienced nutrition scientists.
The move recalls the fire Lucozade and similar brands came under from scientists and pressure groups during the London 2012 Olympics for making what opponents said were insufficiently substantiated health claims.
