Glaxo SmithKline is amending claims for its Ribena ToothKind
children's drink after its High Court defeat at the hands of advertising
The change comes after a judge ruled that the company's claim that the
product "does not encourage tooth decay" was misleading.
The company said it was "at an advanced stage" in agreeing an
alternative form of words. Industry sources say the new claim - to be
used in ads and on packaging - will talk of a "negligible risk" of
Glaxo SmithKline applied for a judicial review of the verdict against it
by the ASA in a case which, it was feared, could undermine the
self-regulatory system and lead to a flood of similar challenges by
But Mr Justice Hunt ruled that the company's original claim - made in a
trade ad produced by Grey Worldwide London - was "an absolute one and
acknowledged to be so".
A Glaxo SmithKline spokesman said: "We've been working with the
appropriate authorities to finalise the wording for a new claim but we
can't yet say what it is."
Action and Information on Sugars, the pressure group which has been the
most vociferous critic of Ribena ToothKind advertising, said it was not
planning to pursue its campaign.