Oz consumer body tells Coke to correct myth-related ad

April 2nd, 2009 - 1:11 pm ICT by ANI  

Sydney, Apr.2 (ANI): The Australian Competition and Consumer Commission has ordered soft drink giant Coca-Cola to correct its controversial “Motherhood and Myth-Busting” advertising campaign featuring actor Kerry Armstrong.

Using the wholesome motherly image of Armstrong to convince parents the soft drink was “kiddy-safe”, the advertisements claimed Coca-Cola did not make children fat, did not rot their teeth and was not packed with large amounts of caffeine. Such claims were myths, Armstrong vowed in full-page print advertisements that ran nationally throughout October last year.

“Coke’s messages were totally unacceptable, creating an impression which is likely to mislead that Coca-Cola cannot contribute to weight gain, obesity and tooth decay,” the Sydney Morning Herald quoted ACCC chairman, Graeme Samuel, as saying.

“[The ads] also had the potential to mislead parents about the potential consequences of consuming Coca-Cola,” Samuel added.

Today, Coca-Cola South Pacific gave the ACCC court-enforceable undertakings to publish corrective advertisements in The Sydney Morning Herald, The Age, The Australian, The Courier Mail, the Adelaide Advertiser, The West Australian, and the Hobart Mercury, as well as on the company’s own website.

The correct levels of caffeine for Coca-Cola, Diet Coca-Cola and Coca-Cola Zero must be included in the corrective advertisements, the ACCC ruled, because of the false claims in the original campaign that the soft drink contained the same amount of caffeine as tea brewed from leaves or bags. (ANI)

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