| Bulletin | 09/6 |
| Batch No. | 189 |
| Ref | 10330 |
| Product | Food & Beverages |
| Advertiser | Danone (Volvic) |
| Agency | |
| Medium | Television |
| Complaint Advertisement: The advertisement featured Jimmy, a participant of the “14 Day Volvic Challenge.” Day 1 of the challenge, he stated “So welcome to my Volvic Challenge I’ve got to drink a litre and a half a day for fourteen days. Now that’s a lot of water. But if it makes me feel better then I’ll give it a bash.” Day 6 Jimmy said “Right oh, so I have got five minutes off work and yeah I’m gonna have a little cheeky Volvic.” Day 14 Jimmy said “So I have just polished off the Volvic Challenge. I didn’t expect it, but I feel great. I feel alert, I feel active, so… Watch out boys.” The voice over then stated “Because Volvic filters through six layers of volcanic rock it delivers deep volcanic hydration. Volvic are you up to the Challenge.” Complaint: The complainant challenged the claim in the advertisement. He stated that: 1. There was no scientific evidence that drinking 1.5 litres of water is beneficial to health. 2. There was evidence that excessive water consumption can be detrimental to health if the water is consumed in a very short time period. |
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| 2006 Code | |
| 2002 Code |
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| Response They advertisers claimed that water was the healthiest way to hydrate as it contains no calories. They said that the amount of water required by one’s body was dependent upon dietary factors, physical activity level, environmental conditions, metabolism and health status. However they said that the Irish Department of Health and Children acknowledge that to achieve water balance, under normal conditions, daily consumption of 1.5 to 2 litres of water is required. They explained that water was essential to normal body functioning and that effects from dehydration include metabolic and functional abnormalities. They referred to a number of reports which presented findings showing dehydration could adversely impact on cognitive function and motor control(1) . They said that in addition to sound scientific evidence, they could further substantiate their claim with documentary evidence. They said that the claims “I feel alert” and “I feel active” were two well-being parameters for which participants scored well following the successful completion of the Challenge. 2. They stated that the Irish Department of Health and Food pyramid recommended that adults drink six to eight glasses of fluid every day as part of a healthy diet and lifestyle and to remain properly hydrated. The said that the recommendation was supported by the Food Standards Agency in the UK and that the World Health Organisation recommended, for sedentary men and women, a dietary reference value for water of 2200ml and 2900ml respectively. They said that in a recent draft scientific opinion by the EFSA(2), the panel concluded that adequate total water intakes(3)for females would be 2.0 litres and 2.5 litres for males. In reference to high intakes of water the Panel concluded that whilst “high intakes can lead to hyponatraemic, hypo-osmolar water intoxication, no maximum daily amount of water can be defined without taking into account individual and environmental factors.” Therefore, they stated, that it was incorrect to suggest that consuming 1.5 litres of water a day constituted excessive consumption or was detrimental to health. 3. In addition they said that throughout the Volvic Challenge advertising campaign there was no mention of or inference to excessive water consumption. They said that the overall impression of the campaign was not to condone drinking water to excessive levels and that the advertisements stated the amount and frequency of consumption of Volvic needed in order to complete the ‘Volvic Challenge’ which was drinking 1.5 litres of water over the course of a day, everyday for fourteen days. They pointed out that the super on the advertisements also recommended that Volvic should be enjoyed as part of a healthy diet and lifestyle. At no point were the Volvic Challenge participants shown drinking large volumes of Volvic in in a short space of time. They concluded by saying that the Volvic Challenge advertisements were in line with national and international dietary guidelines which they considered were conveyed in a manner which promoted a sensible approach to including 1.5 litres of water in a daily diet. ___________________________ Footnote: (1)Dietary reference intakes for water, potassium, sodium, chloride and Sulphate. Panel on dietary reference intakes for electrolytes and water, standing committee on the Scientific Evaluation of Dietary Reference Intakes. National Academies Press. 2005. (2)Draft European Food Safety Authority Dietary Reference Values for Water. (3)Total water intake includes water from beverages (tap and mineral water) and from food moisture. |
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| Conclusion Complaint Not Upheld. The Complaints Committee considered the detail of the complaint and the advertisers’ response. The Complaints Committee having reviewed the evidence provided by the advertisers, believed that the advertisement’s recommendation for water consumption was acceptable and on that basis they did not uphold the complaint. Action Required: No further action required. |
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