Magazine article Marketing

Sugar Ads Leap Legal Hurdle

Magazine article Marketing

Sugar Ads Leap Legal Hurdle

Article excerpt

Sugar ads leap legal hurdle

The UK sugar industry has this week launched the first consumer advertising in its [12 pounds] m campaign to bolster sugar's battered image - and appears to have cleared an early hurdle in an inevitable legal battle with the anti-sugar lobby.

A TV ad dubbed "Life Story" by agency Collett Dickenson Pearce, broke on Monday. It sees British Sugar and Tate and Lyle, which control 90% of UK sugar sales, use bees, mice and elephants to push sugar as a natural "fuel for life".

It took a year to produce. Health campaigners' first reaction is that it is sufficiently vague to escape criticism over false claims. They had threatened to take out an injunction against it if it distorted medical knowledge (Marketing, October 5).

But lobbyists still claim the principle of the ad flouts the recommendations of an official Government report last year, which said sugar intake should be reduced.

"This is an irresponsible campaign which contradicts Government health advice," says Jack Winkler, chairman of anti-sugar pressure group Action and Information on Sugars. …

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