Coca-Cola’s Vitaminwater ads have been denounced for the second time since October 2009 by The Advertising Standards Authority (ASA), following complaints regarding the drink’s nutritional information.

Despite the fact that only three complaints were brought forward, the ASA has censured the Vitaminwater’s ad on the grounds that information describing the drink’s health benefits could be misleading to a consumer.

The current poster campaign claims the drink to be “nutritious” and “including 25% of the recommended daily allowance of four B vitamins (B6, B12, niacin and pantothenic acid) along with 100% of the recommended daily allowance of vitamin C.”

Although ASA admitted that one bottle of drink contains 23g of sugar which subsequently falls into low-calorie category under EU regulations, the sugar level was still “equivalent of four or five teaspoons” per drink.

According to marketing news (Marketingweek.co.uk) Coca-Cola justified their ad by saying: “the product could be described as “nutritious” because it contained nutritionally meaningful quantities of several nutrients and 100% of the recommended daily allowance of vitamin C.”

However, ASA has ruled out the amount of added sugar in a drink, can not possibly be nutritious by a dictionary definition.

Additionally, provided in a packaging Vitaminwater is served in (500ml) and being merchandised as water, the drink can easily be regarded as a single serving, Marketingmagazine.co.uk reported.

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