GlaxoSmithKline, manufacturer of Ribena ToothKind, went to the High Court after the watchdog the Advertising Standards Authority (ASA) upheld complaints about advertisements for the soft drink. However, Mr Justice Hunt rejected a judicial review of the ASA's adjudication last summer following complaints about a poster advertisement. The ASA asked the advertisers not to repeat a poster picturing Ribena ToothKind bottles as bristles on a toothbrush, because without a qualifying statement it implied that the product actively benefited oral health. They were also asked to delete the claim made in a trade press advertisement that 'Ribena Tooth Kind does not encourage tooth decay'. The ASA said this was misleading because it was an absolute claim, rather than a comparative one.
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