Trip drink ad banned in UK for violating health rules after claiming it makes you calm

An advert for the drinks brand Trip has been banned for breaching UK guidelines on health claims.

A watchdog has ruled that the ad made unauthorised claims that drinking Trip can “help you feel calm”. The drink, which includes mint, cucumber and magnesium, also claimed it could reduce stress or anxiety.

Guidelines for marketing food or drink ingredients as having health benefits are tightly regulated, and Trip’s claim is seen as breaching existing rules, the BBC reports.

The watchdog determined that the advertisement must not be used again in its current form and instructed Trip to refrain from making claims suggesting its drinks can prevent, treat or cure any human diseases.

The brand has said the claims have been removed as it awaits further advice, although it hopes to be in a position to market itself as a calming product in the future.

via YouTube

Trip has been largely successful in capitalising on the growing demand for non-alcoholic beverages. The brand’s social media promotion has relied on presenting its products as containing ingredients that, it claims, help people relax.

The company markets itself as the “UK’s No.1 CBD brand.” CBD, or cannabidiol, is a compound derived from the cannabis plant. It’s widely promoted as a calming agent, though unlike other substances in cannabis, it doesn’t produce a psychoactive “high.”

The Advertising Standards Authority (ASA) upheld three complaints made against Trip’s banned ad for its cucumber and mint flavoured drink. In December, it appeared on the brand’s website alongside the words: “Try me in the morning to help find some calm before a long day, or take a Trip to unwind when work is over.”

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The ASA found the company made a number of claims about its “Mindful Blend” range having “viral ingredients”, which were supposedly “calming”. These included supplements such as ashwagandha, L-theanine and Lion’s Mane extract.

via YouTube

The ASA ruling said language like “crafted for calm” and “simply help you feel calm” was misleading because consumers would assume that drinking Trip reduces anxiety.

The banned Trip ad also included the suggestion that magnesium in the drink could reduce serum cortisol levels, which is the stress hormone. The watchdog found this claim to have breached the code, alongside the claim of “0g added sugar”, which was also deemed to be inaccurate.

The Great Britain nutrition and health claims register, which sets out which health claims are permitted in food or supplements ads, ruled that Trip’s assertions weren’t permitted.

Featured image via YouTube