Claims and counter claims

It’s an increasingly tough world out there for brand owners wanting to communicate clearly about their products.

Just this month:

• The US Food and Drug Administration has declined to issue guidelines on whether genetically modified foods can be promoted as natural.

• The UK Advertising Standards Authority has stopped PepsiCo referring to antioxidants in marketing Naked Juice and has ruled against hydration claims for Lucozade Sport.

Trust in brands is vital, but encouragement of innovation is important too.