Innocent guilty of misleading drinks advert

AN INNOCENT smoothie advertisement has been banned for “misleading” claims that exaggerated the environmental benefits of its products.

The Advertising Standards Authority (ASA) dismissed arguments from the company that its “fix up the planet” campaign was a general call to action to recycle rather than implying buying its drinks would help the environment.

In its ruling, the watchdog pointed out that part of the company’s packaging is made from “non-recycled plastic” that would have a “negative impact on the environment”.

The advertisement, which ran on Youtube as well as on television, showed an animation of the world being polluted until a guitar-playing otter emerges and urges people to “get fixing up the planet”. It ended with a voiceover stating: “Innocent. Little drinks with big dreams for a healthier planet.”

More than 20 people complained to the ASA about the advertisement saying it “exaggerated the total environmental benefit of the products”.

Responding to the complaints, Innocent said the advertisement was meant as a “purpose-led message, which invited consumers to join in on its journey of working towards a healthier planet”. It argued there was “no suggestion” that “purchasing Innocent products themselves would lead to a positive environmental impact”.

The company also said it made no claims that its packaging was more ecofriendly than that of competitors.

Innocent told the ASA that it is working to make its own products greener, and its “ambition” is to recycle 70 per cent of its bottles by next year.

The watchdog concluded that the advertisement was “misleading” and said Innocent must not reproduce it again in its current form.