Final appeal committee dismisses claims about sugary drinks

THE Advertising Regulatory Board (ARB) Final Appeals Committee has ruled against the Healthy Living Alliance - Heala.org's - claims in an advertisement in which it warns the public about the harms connected with the intake of fizzy drinks and fruit juice.

- ZELDA VENTER [e-mail]

The Advertising Appeals Committee (AAC) earlier this year ruled that the ad was misleading. Heala.org (appellant) subsequently turned to the final appeals arm of the ARB to appeal that ruling. But in a recent judgment, the tribunal once again ruled against the organisation.

The ruling was in favour of a consumer who complained about Heala. org's ad, which said: "Fizzy drinks and fruit juice make our children sick. With every sip, sugar is dumped into their bodies, leading to obesity, heart disease and diabetes as they age".

The advert calls on consumers to protect children from all drinks with sugar in them and to insist on a stricter health promotion levy now.