Ribena ToothKind to revise claims in ads after court decision

Glaxo SmithKline is amending claims for its Ribena ToothKind

children's drink after its High Court defeat at the hands of advertising

watchdogs.



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

decay.



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

major advertisers.



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.