Lucozade Sport ad campaign ban

A campaign for the drink Lucozade Sport has been banned in Britain following complaints about its central claim that the product “hydrates and fuels you better than water”.

The television advertisement and a poster drew 63 complaints, including one from the UK’s National Hydration Council, challenging whether the claim by GlaxoSmithKline (GSK) broke advertising rules.

The TV ad showed two groups of men, one drinking water and the other Lucozade Sport, running on treadmills while being monitored by technicians before a voiceover said: “At the limits of your ability, you need to replace the electrolytes you lose in sweat, keep your body hydrated, give your body fuel.”