GSK sports nutrition brand ad banned for exaggerating health benefits
By Sara Kimberley, campaignlive.co.uk, Wednesday, 16 July 2014 11:40AM
GlaxoSmithKline (GSK) has had an ad for its MaxiNutrition brand banned for exaggerating its health benefits.
The TV ad for the sports nutrition brand, which was created by CHI & Partners, was banned by the Advertising Standards Authority (ASA) after it was revealed GSK’s claims did not follow the correct EU practices and exaggerated the product’s health benefits.
The TV ad showed people taking part in various sports, including boxing, with a voiceover stating: "MaxiNutrition helps provide your muscles with the proteins they need to recover, helping make you stronger and perform better. MaxiNutrition proteins aid muscle recovery. MaxiNutrition. You, stronger."
The voiceover was accompanied by an animation that depicted a muscle inside a boxer’s arm.
However, the ASA ruled that because not all of the MaxiNutrition products contained protein, the ad could be misleading to viewers.
The ASA also decided that since "helping make you stronger and perform better" did not appear on the list of authorised EU Registered health claims, and appeared alongside the images that showed successful performances, the ad exaggerated the benefits of the product.
Therefore, the ASA ruled that the ads must not appear in their current form again.
This article was first published on campaignlive.co.uk
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Junior Account Manager, International Media Agency Ultimate Asset £26000 - £31000 per annum + Great Benefits Package , City of London
- Head Of Digital Ball & Hoolahan £65,000 per annum, London (Greater)
- Marketing Analyst Ball & Hoolahan £32,000 p.a, London (Greater)
- Marketing Manager Ball & Hoolahan £70,000 + Car/Car Allowance, Dublin
- Brawn and bread: Sly Stallone stars in Warburtons campaign
- Age UK launches 'no friends' ads in response to Facebook campaign
- Five traits that define a south of the river agency
- Schwarzenegger vs Stallone: Whose ad is better?
- Lurpak rolls out jazz teaser by Juan Cabral
- Kate Robertson steps down from Havas