An announcement of Brand Trip Brand Trip of drinks in the United Kingdom was prohibited by the local advertising guard dog for several allegations of health and nutrition.
Last December, Trip promoted a product that did not contain CBD in an online ad.
Cucumber and mint drinks came from the company’s Mindful Blend range, includes a mixture of magnesium, lion mane and other ingredients.
Among the claims of the announcement, the drink could “help you feel calm”.
The Authority for Advertising Standards (ASA) has confirmed three complaints related to the announcement. The complaints were focused on the statements that the drink reduced stress, favored feelings of calm and if a nutritional complaint “0G Add Sugar” has violated British advertising rules.
ASA said the announcement “implied that product magnesium could reduce serum cortisol rates” and included sentences indicating that the product would help consumers relax.
He also ruled that affirmations on anxiety and stress reducing the aspects of the lion’s mane “claimed that a food could prevent, treat or cure the disease”, which is prohibited by the cobwem of the watchdog.
“We considered that these allegations were specific health allegations for the end of the code, as they implied that the ingredients had beneficial health effects,” said ASA.
“However, we had not seen any evidence that demonstrated that these complaints were authorized in the GB register and they therefore violated the code.”
Under the code, health allegations can only be used in the marketing of food and food supplements only if they have been authorized in the GB register.
Commenting on the decision, Rachael Matthews, Product Director in Trip, said: “All the statements concerning the soothing properties of the product concerned were based on real studies carried out with human participants.
“We will update our advertisement and continue to work closely with regulators to ensure that the trip can continue to educate consumers on the functionality of ingredients in its drinks while containing all the applicable regulatory requirements.”
The third complaint confirmed by ASA was around a complaint in the announcement that the drink contained “0g of added sugar”.
According to ASA, such an assertion indicates that a product is “without added sugars”, although the use of the complaint, she said, has been authorized “only when a product contained no omo- or Disaccharide added, or any other food used for its sweetening properties”.
Since the product contained erythritol and stevia sweeteners, and the sugars naturally from the fruit concentrate, the ASA judged that the claim “0g of added sugar” did not comply with the conditions of use associated with the equivalent “ `without the nutritional demand of added sugars and therefore violated the code”.
