Breaking News on Food & Beverage Development - EuropeUS edition | Asian edition

Headlines > Legislation

A WEEK IN BEVERAGE ADVERTISING: 17/7/13

Diet Coke Hunk sweats on UK health and safety complaint to ASA

By Ben Bouckley , 17-Jul-2013

Loading...

Today's podcast rounds up two UK drinks adverts involving a Diet Coke hunk, a lawnmower and a Chinook helicopter from Coke and Heineken, which led to Advertising Standards Authority (ASA) adjudications.

Complaints were upheld against Heineken (you can watch the videos below) while Coke must also withdraw or alter another advert showing various ways to burn ‘139 Calories’.

Here 10 viewers complained that none of the individual activities – from dog walking to dancing – were sufficient to burn off the 139 calories in a can of standard Coke.

Although it accepted Coke’s defense that the advert (the French version is below) adds up the calories burnt in each exercise to reach 139, the ASA ordered that the ad not be broadcast again in its current form.

“We noted…that the complainants had understood that each of the individual activities depicted could burn off 139 calories,” the ASA panel said.

Coca-Cola '139 Happy Calories'

Heineken, The Final, UEFA Champions League 2013

"Gardener" - Diet Coke Advert - Director's Cut

Related Stories

'Our goal is global pussyfication': Branson-backed energy drink earns ASA rap

Coke 2013 Super Bowl ad draws Arab-American race criticism

High-protein bread could bake up a storm: Euromonitor

High-protein bread could bake up a storm: Euromonitor

Diana Cowland

Senior Analyst, Health & Wellness, Euromonitor International

Cutting carbs, gluten or fat? The 'utter nonsense' behind claims to be the best diet

Cutting carbs, gluten or fat? The 'utter nonsense' behind claims to be the best diet

Dr David Katz

ddirector of Prevention Research Center. , Yale University

‘If kids don’t like it, you won't get far’: Daioni boss on healthy dairy drink success

‘If kids don’t like it, you won't get far’: Daioni boss on healthy dairy drink success

Welsh farmer turned entrepreneur Laurence Harris tells BeverageDaily.com about his nationwide distribution ambition for...

Bakeries struggling with calls to cut salt, sugar and fat

Bakeries struggling with calls to cut salt, sugar and fat

Manufacturers of baked goods are reaching a point where calls to cut salts, fats...

‘Functional beverage belief is back’: Zenith International chair

‘Functional beverage belief is back’: Zenith International chair

Zenith International chairman Richard Hall tells BeverageDaily.com that he thinks the beverage industry is...

Behavioural economist: Do the nutritional thinking for people if you want change

Behavioural economist: Do the nutritional thinking for people if you want change

Consumers don’t really want more nutritional information, they want an easy life, according to...

Simplicity, not science, rules sweetener coverage

Simplicity, not science, rules sweetener coverage

Professor Jason Halford

University of Liverpool

Algatech: Functional food on astaxanthin horizon

Algatech: Functional food on astaxanthin horizon

Israeli firm Algatechnologies will work towards gaining approval for its astaxanthin as a novel...

InHarvest: Legumes, pulses steal spotlight from animal protein

At the 2014 Research Chefs Association Conference & Culinology Expo, FoodNavigator-USA caught up with...

Industry must debunk whey protein bodybuilding myths: Volac

Industry must debunk whey protein bodybuilding myths: Volac

Michael Hiron

Commercial Manager, Lifestyle Nutrition, Volac

In conversation with the mastermind behind the €250,000 lab-grown burger

In conversation with the mastermind behind the €250,000 lab-grown burger

Last year Professor Mark Post sparked international interest with the unveiling, and tasting, of...

Food science under spotlight at IFST jubilee conference

Food science under spotlight at IFST jubilee conference

Mapping the future of food science is the aim of the Institute of Food...

Manufacturers miss big breaks with small innovations

Manufacturers miss big breaks with small innovations

Food and drinks manufacturers could be missing out on ground-breaking new product development opportunities...

Invest in small food firms or risk losing income

Invest in small food firms or risk losing income

Big food and drink manufacturers should invest in small firms to protect their income...

Food Vision 2014: Bridge knowledge gaps, overcome change and work sustainably

Food Vision 2014: Bridge knowledge gaps, overcome change and work sustainably

What is the future of food? Simple communication of complex advances will be crucial,...

Talking Rain CEO: Pepsi and Coke weren’t even looking at sparkling waters

Talking Rain CEO: Pepsi and Coke weren’t even looking at sparkling waters

Talking Rain’s Sparkling Ice brand plugs a market gap that Pepsi and Coca-Cola missed,...

Innovation for today: Digital tech empowers industry to innovate

Chris Cornyn

founder & president, DINE Marketing

Foodex 2014 – video highlights

Foodex 2014 – video highlights

The consequences of the horsemeat crisis, filling the yawning skills gap, lean and green...

Beware due diligence issues post-horsegate – lawyer

Beware due diligence issues post-horsegate – lawyer

Due diligence has weaknesses and isn’t a perfect defence against food fraud, despite offering...

Food firms missing out because of ‘dinosaur attitude’

Food firms missing out because of ‘dinosaur attitude’

A “dinosaur attitude” is causing food and drink manufacturers to miss out on the...

Key Industry Events

 

Access all events listing

Our events, Events from partners...