Intended for healthcare professionals


Soft drink that claims to burn 200 calories a can is referred to trading standards

BMJ 2014; 348 doi: (Published 23 May 2014) Cite this as: BMJ 2014;348:g3466
  1. Jacqui Wise
  1. 1London

The Advertising Standards Authority (ASA) has referred two companies to Trading Standards in a bid to tackle advertisers who persistently make misleading health claims.

Critics have previously accused the independent regulator of being toothless and incapable of punishing advertisers. This is the first time that it has used its new legal backstop regime and referred advertisers to Trading Standards. The ASA said that these two cases were a clear warning to others in breach of the code that they could face legal sanctions.

In 2012 the drinks manufacturer Fahrenheit60 was investigated by the ASA and was …

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