Photo: Checkers / Screenshot
Photo: Checkers / Screenshot
The Advertising Regulatory Board (ARB) have told Checkers to amend the information on the Gordon Ramsay line of so-called “protein water”, which is currently on sale in their stores.
The Oh My Goodness! range is a joint venture by the celebrity chef and his daughter Matilda, who have marketed this product as a healthy alternative to other soft drinks on the market for children. However, something has perhaps been lost in translation during its journey over the Atlantic.
What is wrong with the Oh My Goodness! advertising campaign?
In shops across Mzansi, the labelling on the bottles claim that the drink contained protein. But after a complaint from consumer Teri Boerner, a quick investigation determined that this simply was not true. As published through the board’s website, Checkers issued their response to the controversy:
“The advertiser confirmed protein levels by conducting its own testing of the product in question. It will be placing a sticker on the nutritional table of all products in store to correctly display information. Design, printing and distribution of these stickers will be phased into stores over the next four-to-eight weeks.”
Checkers
Gordon Ramsay’s Checkers nightmare
Checkers have been stung under the penalty of “misleading claims”, contravening Clause 4.2.1 of Section II in the ARB’s code of conduct. The advertiser behind the false information has accepted their wrongdoing and will co-operate with the board in order to clear up this situation.
Meanwhile, the ARB now consider the complaint resolved and are happy with the steps taken by the store’s management:
“The advertiser has submitted that it will amend the packaging and this amendment appears to address the concerns of the complainant. The role of the ARB is primarily to remove advertising that is in breach of our code, for the protection of consumers.”
ARB
As well as flavoured waters, the Oh My Goodness! range also provides health-conscious versions of cereals, snacks and juices. The product claims there’s no added salt, sugars, preservatives or MSG in anything they put on the shelves. We can now comprehensively add protein to that list, too.
