Drink advert banned over claims it cures hangovers

AN ADVERT for a health drink made by a Scots firm has been banned over claims it could cure hangovers.

Glasgow-based biochemists Vandana Vijay and Dhruv Trivedi created Bounce Back which has been billed as the UK’S first “after-alcohol revival drink”.

Users are supposed to drink the can before bed after a night of boozing, so that they can wake up refreshed in the morning.

The drink was launched last year after four-and-a-half years in development and contains a formula of amino acids, vitamins and minerals which are said to replenish the body.

However, the Advertising Standards Authority (asa) launched an investigation into the drink after receiving one complaint about an ad placed in newspapers in September and October.

The advert stated: “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.

“That’s where Bounce Back Drinks stepped in. A refreshing tropical drink with a unique combination of amino acids, vitamins, minerals specially selected to replenish nutrients and support liver function.”

The regulator has now banned the advert and said it breached rules by implying the product could cure or treat hangovers.

The idea that a food or drink could prevent, treat or cure disease is prohibited by the Advertising Code.

In a written ruling, the ASA said: “We considered that the claim ‘After-alcohol Revival Drink’ would be understood by consumers to mean that the product could help to prevent, treat or cure a hangover, because it implied that the product could help to ‘revive’ people from the effects of alcohol consumption.

“We considered it would also be understood by consumers to mean that the product could help to prevent, treat or cure hangovers, because it would ‘replenish the body’ after consuming alcohol and ‘positively deal with the aftereffects of alcohol’.”