Top drinks marketing campaigns and news in January

ASA bans ‘anti-hangover drink’ ad

The ASA also banned a health drink company’s advert for containing overblown statements about its ability to cure hangovers.

Bounce Back is a “lightly sparkling tropical flavoured multivitamin, amino acid, mineral and prebiotic drink”, according to information on the brand’s website.

The Glasgow-based company took out an advertisement in The Scotsman on 28 September and 3 October 2019, which included the headline: “Enjoy tonight, live tomorrow – get ready to bounce back”.

Further large text also stated Bounce Back Drinks “launched the UK’s first After-Alcohol Revival Drink.”

“With around 30 million weekly alcohol consumers in the UK relying on sugary drinks and caffeine to try and replenish their bodies after a night out, it’s incredible that it has taken this long to produce a healthy product that positively deals with the after-effects of alcohol,” the main text said.

But it wasn’t long before the UK’s advertising watchdog decided to investigate the brand’s claims.

It is against the ASA’s code to claim that a food could prevent, treat or cure disease. Hangovers also come under this category.

To make matters worse, the brand stated in its advert that its claims were “fully compliant with the European Food Safety Authority (EFSA), the Medicines and Healthcare products Regulatory Agency (MHRA) and Advertising Standards Authority (ASA) regulations,” something the ASA was concerned implied it was actively endorsing the drink.