Smithkline Beecham plc v Advertising Standards Authority

The applicant ('SKB') challenged the Advertising Standard Authority ('ASA') on their adjudication of three complaints made to them in relation to advertisements for a soft drink called "Ribena ToothKind No Added Sugar" ('RTK'). SKB's advertising included the claim "RTK does not encourage tooth decay", which had been specifically approved by the British Dental Association ('BDA'). The ASA noted that the claim was an absolute one, not a comparative one, and concluded that the claim was misleading and asked the advertisers to delete it.