A Red Bull advert has been banned for implying the energy drink can increase focus and concentration.
Posters on the London Underground suggested the caffeinated drink could help workers finish work and leave by 4pm.
One said: “The secret to finishing early ... Because to leap every hurdle a hectic day brings, you just need to know: Red Bull gives you wiiings ... For a flying 4pm finish on 14th September visit Redbull.co.uk/4pmfinish.”
A reader complained to the Advertising Standards Authority (ASA), saying the ad implied the drink had a beneficial effect on health, in particular focus and concentration.
Upholding the complaint, the ASA said the ad’s tone was light-hearted but presented a scenario of being overwhelmed or busy at work that would be familiar and relatable to consumers.
Business news: In pictures
Show all 13
Red Bull said the ad promoted the 4pm finish “consumer initiative”, which encouraged workers to leave one hour early on Friday 14 September.
It said the ad did not suggest the drink delivered a health benefit, made people better at doing their job through increased concentration or focus, or had any health benefit at all.
The ASA said: “While we understood that the ad was intended to be part of a marketing initiative aimed at encouraging consumers to improve their productivity and leave at 4pm on a specific day, we considered that the penultimate line of the poem, ‘to leap every hurdle a hectic day brings’, implied that Red Bull could help improve consumers’ mental focus, concentration and energy levels, and therefore increase productivity.”
It said consumers would understand the ad implied a relationship between a food and health, specifically that Red Bull could help increase mental focus, concentration and energy levels, claims that were not authorised on the EU Register.
Support free-thinking journalism and attend Independent events
It ruled the ad must not appear again in its current form, adding: “We told Red Bull not to imply that Red Bull could increase focus and concentration when those claims were not authorised on the EU Register.”
Independent Premium Comments can be posted by members of our membership scheme, Independent Premium. It allows our most engaged readers to debate the big issues, share their own experiences, discuss real-world solutions, and more. Our journalists will try to respond by joining the threads when they can to create a true meeting of independent Premium. The most insightful comments on all subjects will be published daily in dedicated articles. You can also choose to be emailed when someone replies to your comment.
The existing Open Comments threads will continue to exist for those who do not subscribe to Independent Premium. Due to the sheer scale of this comment community, we are not able to give each post the same level of attention, but we have preserved this area in the interests of open debate. Please continue to respect all commenters and create constructive debates.
Comments
Share your thoughts and debate the big issues
About The Independent commenting
Independent Premium Comments can be posted by members of our membership scheme, Independent Premium. It allows our most engaged readers to debate the big issues, share their own experiences, discuss real-world solutions, and more. Our journalists will try to respond by joining the threads when they can to create a true meeting of independent Premium. The most insightful comments on all subjects will be published daily in dedicated articles. You can also choose to be emailed when someone replies to your comment.
The existing Open Comments threads will continue to exist for those who do not subscribe to Independent Premium. Due to the sheer scale of this comment community, we are not able to give each post the same level of attention, but we have preserved this area in the interests of open debate. Please continue to respect all commenters and create constructive debates.
Delete Comment
Report Comment
Please be respectful when making a comment and adhere to our Community Guidelines.
You can find our Community Guidelines in full here.
Please be respectful when making a comment and adhere to our Community Guidelines.
You can find our Community Guidelines in full here.