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Legal blow forces Ribena marketing rethink

GlaxoSmithKline is being forced to rethink the marketing strategy behind its Ribena ToothKind soft drink brand after losing a High Court appeal case which sought to defend its tooth-friendly image.

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LONDON (Brand Republic) - GlaxoSmithKline is being forced to rethink the marketing strategy behind its Ribena ToothKind soft drink brand after losing a High Court appeal case which sought to defend its tooth-friendly image.

GlaxoSmithKline challenged a ruling from the Advertising Standards Authority that said its claim that Ribena ToothKind did not encourage tooth decay was “misleading”. Mr Justice Hunt yesterday backed the ASA view and said that was only the case when it was compared with other soft drinks.

Despite this, the British Dental Association has stood by its decision to endorse Ribena ToothKind “as a drink dentists can recommend with confidence”.



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