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UK: ASA bans Lucozade ad campaign

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A campaign for Lucozade Sport, formerly owned by GlaxoSmithKline (GSK), has been banned by the UK's advertising authorities. 

The ads - a TV spot and a poster - received 63 complaints over its claim that the drink "hydrates and fuels you better than water". The campaign featured England rugby player Chris Robshaw and footballer Gareth Bale. 

On the "fuels you better than water" claim, GSK said that it "strongly believed that consumers would recognise that Lucozade Sport provided calorific energy, derived predominantly from carbohydrates, whereas water was calorie-free and could not therefore be said to 'fuel' you at all." 

However, in its ruling today (8 January), the ASA said the ads must not appear again. "We told GlaxoSmithKline to ensure that they retained the meaning of any authorised health claims if they reworded them to aid consumer understanding," the body said. 

However GSK no longer owns the brand, having completed a deal to sell it to Japanese group Suntory last week for GBP1.35bn (US$2.11bn). The deal was first announced in September - and also includes the Ribena brand


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