GSK sports nutrition brand ad banned for exaggerating health benefits

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.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Flexible working rules at Dentsu Aegis

Fancy working for a company that cares about your work/life balance and focuses on your performance rather than the time spent at your desk?

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published