Ribena fends off complaints about nutrition exaggeration

GlaxoSmithKline's TV and online campaign for its Ribena squash brand has escaped action from the Advertising Standards Authority (ASA) after objections were made about its 'bursting with berryness' claims.

The ASA ruled out a ban after receiving a complaint that the M&C Saatchi-created campaign implied Ribena was more nutritious than was the case.

The complainant believed the ‘bursting with berryness’ claim from the April activity implied Ribena was made mainly of blackcurrants instead of containing only a small proportion of blackcurrants in the context of other less healthy ingredients.

In addition, the viewer also believed it misleadingly implied the blackcurrants in Ribena provided a good source of vitamin C rather than the vitamin being added as a supplement.

The ASA threw out the complaints after deciding people understand the nature of a squash drink and the creative did not exaggerate the juice content because Ribena products contained 6-7% of fruit juice after dilution.

Ribena was also cleared on the count of misleading consumers about vitamin C because the watchdog decided the ad did not imply the vitamin was derived from blackcurrants.