A Trip Drinks advert has been banned by the ASA after it ruled that the ad made claims that violated regulations by stating it makes consumers feel calmer.

A watchdog’s investigation uncovered that the “0g added sugar” was a false claim that breached the ASA’s advertising code.

Additionally, the Trips drinks brand which contains cucumber, mint and magnesium, was marketed as a product that reduces stress and anxiety.

However, this was in breach of the ASA code because the claims had not been officially authorised on the GB Register.

The statement read, “The ad implied the magnesium in the product could reduce serum cortisol levels. The ad also referred to being “crafted for calm” and claimed the product would “simply help you feel calm” and that “each ingredient works with your natural body’s systems in different ways to promote feelings of calm.”

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“We considered those claims were specific health claims for the purposes of the Code, because they implied that the ingredients had beneficial health effects. However, we had not seen any evidence that demonstrated that those claims were authorised on the GB Register, and they therefore breached the Code.”

A ruling was made that similar advertisements should not be released by Trip again, in line with the advertising regulations that ensure there is no misleading nutrition information.

Trip is a widely popular non-alcoholic drink that has experienced rapid growth in the UK and US with its range of infused products.

The ASA also issued bans on Lipton’s Rest in Peach ad as well as a Cadbury radio advertisement that was deemed misleading.