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A promotional advertisement for Trip drinks has recently been banned due to unauthorized claims that the beverage can induce a sense of calm. The advertisement, featuring ingredients such as cucumber, mint, and magnesium, also suggested that it could help reduce stress and anxiety. However, an investigation by the advertising watchdog revealed that such assertions do not align with regulations regarding the marketing of food or drink products for their health benefits.
Trip drinks has capitalized on the growing trend for non-alcoholic beverages by positioning itself as a brand that promotes relaxation. Despite advertising itself as the “UK’s No.1 CBD brand,” the Trip drinks range in question did not actually contain CBD, a popular extract from the marijuana plant commonly known for its relaxing properties. The Advertising Standards Authority (ASA) upheld three complaints against Trip’s advert, which made various claims about its “Mindful Blend” range containing soothing ingredients like Lion’s Mane extract, L-theanine, and ashwagandha.
One of the key issues identified by the ASA was the implication in the ad that Trip drinks could reduce anxiety, which is not permitted under the Great Britain nutrition and health claims register. Terms such as “crafted for calm” and “help you feel calm” were flagged as potentially misleading to consumers. Additionally, the assertion that magnesium in the drink could lower cortisol levels was found to breach regulatory codes as well. The ASA also noted that Trip’s claim of “0g added sugar” was inaccurate, with the firm clarifying that any sugars present were naturally occurring.
In response to the ruling, Trip Drinks was contacted for comment but did not provide a statement. This incident is not the first time that ads for CBD products have faced scrutiny, with previous cases involving former professional athletes like Matt Le Tissier and John Hartson, as well as boxer Anthony Fowler. These individuals were called out by the ASA for failing to properly identify their promotional tweets as marketing material, highlighting the ongoing challenges related to advertising regulations in the industry
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