Innocent ad 'did not exaggerate smoothies benefit'
An ad for Innocent has been cleared of exaggerating the health benefits of smoothies over fruit juice.
Innocent...not guilty of exaggerating fruit benefits
The ad, by Lowe, claimed that smoothies contained more goodness than orange juice, because they included the flesh of the fruit.
The ASA today rejected a complaint by DDB London that the ad had denigrated fruit juice, and exaggerated the benefits of smoothies.
But the authority said: "We considered that viewers were unlikely to infer from the ad that freshly squeezed juice was less beneficial than it was, merely that smoothies could have additional benefits."
The authority also heard evidence from nutrition experts that although a smoothie did not contain the whole fruit, it contained more of the whole fruit than freshly squeezed juice.
The ASA said no further action was necessary.
This article was first published on campaignlive.co.uk
Latest jobs Jobs web feed
- Senior Fundraising Development Officer Comic Relief From £35,000pa, London (Central), London (Greater)
- Senior Digital Creative Manager UCAS £comp + 25-days leave, flexible benefits and other fringe benefits, including Xmas closure , Cheltenham, Gloucestershire
- Digital Media Manager Save the Children £37,000 + Benefits, London (Greater)
- Consumer Activation Controller Mast-Jaegermeister UK Limited Salary depending on experience. Additional bonus, pension, BUPA, life assurance, 25 days' holiday., Camberley, Surrey
- PR Manager AF Selection £25,000 - £35,000 + Benefits, Manchester, Greater Manchester
- ACCOUNT DIRECTORS - Integrated/ATL/TTL/BTL/SP/Shopper/Retail - London - up to £45k Judi Patton £40k-£45k plus excellent benefits, London (Central), London (Greater)