Clearcast, the organisation that pre-approves UK TV advertising would not approve the advert because it ‘denigrated’ the bottled drinks industry.
SodaStream submitted a finished filmed ad to Clearcast for approval on 20 November without a pre-production script. On 22 November the organisation had been able to review it against the BCAP code and concluded they were unable to approve it.
In thier view, its visual treatment denigrated other soft drinks which put it in breach of the BCAP code (Rule 3.42). According to Clearcast, environmental issues were not relevant to that decision.
There has been a suggestion that Clearcast made a decision at the eleventh hour. However Clearcast has stated that SodaStream left insufficient time for clearance of the advertisement.
The organisation has suggested that advertisers should ensure that copy is submitted in good time as we need to ensure both that ads comply with the code and that advertisers are able to support any claims made.
Source: Clearcast
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