News

Britvic's J2O Instagram ad banned

Most popular

The just-drinks analyst returns

Coronavirus paves the way for e-commerce boom

How to reach Gen Z in the coronavirus era - focus

Alcohol must be resolute in responsible drinking

"Europe is so primed for hard seltzer" - interview

MORE

Britvic has come under fire from the UK's advertising trade body for a J2O Instagram campaign. 

The Advertising Standards Authority has upheld a complaint that questioned whether a celebrity-endorsed Instagram activation was "obviously identifiable" as an advert. The video from the account of reality TV star Millie Mackintosh included the line "More of my #BlendRecommends with @drinkj2o Spritz to come! #sp". 

The ASA said that consumers might not understand #sp to mean 'sponsored post'. They also said that consumers "would not be aware before engagement that the post was an ad".

As a result, Britvic cannot show the ad again in its current form.

"We told Britvic Soft Drinks Ltd to ensure their future ads were obviously identifiable as such and they made their commercial intent clear prior to engagement," the ASA said. 

Earlier this month, the ASA banned a Premier Estates Wine ad in which consumers were invited to 'Taste the Bush'. 


Sectors: Soft drinks, Water

Companies: Britvic

Related Content

Bounce Back Drinks UK ad banned for hangover cure claims

Bounce Back Drinks UK ad banned for hangover cure claims ...

PepsiCo scores high - and low - in Super Bowl ad ranking - research

PepsiCo scores high - and low - in Super Bowl ad ranking - research...

PepsiCo gives horror twist to Mtn Dew Super Bowl ad - video

PepsiCo gives horror twist to Mtn Dew Super Bowl ad - video...

SodaStream warned over offensive language as UK bans ad

SodaStream warned over offensive language as UK bans ad...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?