UK: SodaStream TV ad gets black-balled in UK

By | 23 November 2012

SodaStream has seen its latest television advert fall foul of advertising codes in the UK.

The Israel-headquartered company announced the launch of a global campaign for its namesake water carbonation machine earlier this month. The ad, which can be viewed below, broke in the US two weeks ago.

However, in the UK, the ad has failed to gain the approval of Clearcast, a broadcaster- and advertiser-led pre-clearance organisation. The trade body warned that the clip is “in breach of the UK Code of Broadcast Advertising (BCAP) code (Rule 3.42)”, because “its visual treatment denigrated other soft drinks”.

The cited rule states: "Advertisements must not discredit or denigrate another product, advertiser or advertisement or a trade mark, trade name or other distinguishing mark."

“In the event of the advertiser presenting us with amended copy, we will work closely with them to agree an acceptable treatment,” Clearcast said in a statement sent to just-drinks.

Speaking to Marketing Week today, SodaStream UK’s MD, Fiona Hope, called the decision “absurd”.

“We have neither named nor disparaged any of our competitors in the industry and cannot see how this makes any sense," she told the publication, adding that SodaStream intends to “push to reverse this decision.”

Sectors: Legislation, Soft drinks, Water

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