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Sports drinks adverts are banned for false claims

BMJ 2014; 348 doi: http://dx.doi.org/10.1136/bmj.g136 (Published 10 January 2014) Cite this as: BMJ 2014;348:g136
  1. Deborah Cohen
  1. 1BMJ

An advertising campaign claiming that the sports drink Lucozade Sport “hydrates and fuels you” better than water has been banned across the UK.

The Advertising Standards Authority received 63 complaints—including one from the Natural Hydration Council—about the television and poster adverts featuring Real Madrid’s Gareth Bale and the captain of Harlequin’s rugby union team, Chris Robshaw, saying they breached the advertising code.

The television advertisement showed two groups of men, one drinking water and the other drinking Lucozade Sport, running on treadmills while being monitored by technicians.

A voiceover then said: “At the limits of your ability you need to replace the electrolytes you lose in sweat, keep …

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