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.