Once again Red Bull has been taken to task by the Advertising Standards Authority following a promotion that appeared to suggest the drink offers health benefits – in particular focus, concentration and energy levels. Any such benefits appearing in promotions must be accompanied by an authorised health claim.
Whilst this was a light hearted ad, suggesting ways of ensuring you could finish work early on a Friday, the ASA ruled that it implied a health benefit so must no longer run in this form.
Food and drinks businesses seem to come up particular scrutiny when it comes to marketing campaigns – some of the hot issues are covered in our article: Hot potatoes: advertising regulation and the food sector
Although the trademark 'Red Bull gives you wiiings' does not need to be accompanied by an authorised health claim as generally required by the regulation, other implied health benefits do. Because the ASA believe the copy insinuates a health benefit, this should have been accompanied by a health claim.