SodaStream has backed down in its defence of an advert that was banned by TV watchdogs, blaming the “huge costs and protracted nature” of challenging the ban at judicial review.
The advert, which challenged the soft bottled drinks industry over its impact on the environment, was pulled by the UK advertising services organisation Clearcast in November before it was aired on the grounds that it was “denigration to the bottles drinks market”.
SodaStream had attempted to get the decision overturned, calling it “absurd”, but this week SodaStream UK’s managing director Fiona Hope confirmed that the company would not continue the judicial review, citing costs.
Hope said the company stood by its stance that there was “absolutely nothing disparaging” in the original campaign, and its legal advisors argued there was strong grounds for progressing with the dispute through a judicial review. However she admitted the company did not have “the deep pockets enjoyed by other soda giants”.
“Our mission is to impact positive and very much-needed change within the soft drinks category. With 35 million bottles being used every day in the UK and only around 26% being recycled, I’m sure people would like to know there is a brilliant alternative to choking the planet with plastic,” Hope said.
“With Climate Week upon us, it is sad that we are unable to use TV to deliver our powerful message about reducing waste and creating a more sustainable future.”
The advert formed part of an £11m global advertising campaign and was aired in the US, Australia and Sweden. It has received 2.6 million hits on the official SodaStream You Tube channel.
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