Vitaminwater Awash in Accusations of Deceptive Advertising

Vitaminwater is marketed as a super-healthy alternative to regular H2O, but critics say the claims don’t hold water.

The latest major critic to wade into the controversy is the National Consumer League, a nonprofit advocacy group. In a deceptive advertising complaint filed with the Federal Trade Commission, NCL says that many of the boasts over the Coca-Cola Co. beverage are hokum.

Among the cited claims was the idea expressed in one poster that vitaminwater served as a viable substitute for seasonal flu shot; a television ad that implied that vitaminwater boosts the immune system and helps fend off garden-variety sickness; and language on the label reading, “vitamins + water = all you need.”

“These advertising claims are not only untrue; they constitute a public health menace,” wrote Sally Greenberg, NCL’s executive director. “Stopping these vitaminwater claims, which contradict information by the Centers for Disease Control and other public health authorities, should be a top FTC priority.”

NCL also objects to the high calorie content of vitaminwater.  “Beverages like vitaminwater that imply they contain only vitamins and water, but in fact pack 125 calories per bottle, needlessly contribute unwelcome calories to consumers’ diets,” the letter said.

It added: “Two-thirds of Americans are overweight or obese; the last thing people need is sugar water with vitamins you could get from eating a healthy diet, or by taking a vitamin pill.”

The NCL complaint comes a month after Britain’s advertising watchdog agency banned an ad claiming that the drink is “nutritious.” The Advertising Standards Authority declared that the ad was misleading, and said the public “would not expect” a nutritious drink to have the equivalent of up to five teaspoons of added sugar, reports the Daily Mail.

According to The Boston Globe, the Coca-Cola subsidiary that makes vitaminwater, glaceau, said the company stands by its ad campaign.  The company added: “vitaminwater has always had a fun, humorous, and engaging personality — and our ads reflect that.”

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One comment to “Vitaminwater Awash in Accusations of Deceptive Advertising”

  1. Drew Palmer

    The people you should be investigating are the National Consumer League.

    The 501(c)(3) filings with the IRS should tell you everything you need to know about their foul intentions.

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