The advertising regulator has found that Savanna can’t use the words “no alcohol” to describe its new non-alcoholic cider. The newly released product contains 0.3% alcohol.
How many will put you over the legal alcohol limit? You will have to drink twenty of these ciders within an hour to reach the legal alcohol limit.
The advertising regulator has ruled that Savanna’s new television ad must reflect this.
The ad features a traffic officer and a pilot in a bar, enjoying what appears to startled onlookers as straight-up Savanna cider. One character then explains that they are in fact drinking “Savanna with no alcohol”.
The Advertising Regulatory Board (ARB) received two complaints about the ad, which objected to the fact that it calls the cider non-alcoholic whereas in reality it contains alcohol, and also that it wrongly sends a message to the public that even someone who is on duty can consume the product.
Distell, which owns Savanna, responded that in terms of the Liquor Products Act, an alcoholic beverage is defined as a product which contains more than 0.5% alcohol by volume. Savanna Non-Alcoholic Lemon contains 0.3%.
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