The Advertising Standards Authority said the drinks firm's ads 'misled' customers over environmental impacts.
Twenty-six viewers, one of whom identified themselves as representing environmental group Plastics Rebellion, complained to the Advertising Standards Authority that the adverts misled customers by exaggerating the "total environmental benefits" of the drinks.The ASA said the extraction of raw materials and subsequent processing in order to produce its bottles would also have a negative impact on the environment.
In the ruling, Innocent responded that there was no suggestion in the ads that buying Innocent products would lead to a positive environmental impact. Instead, the ruling states that Innocent said the ad was a "call to action", asking for their drinkers to join them in making changes happen, which was demonstrated by the change of leadership from the man to the otter.
Coca-Cola, owner of Innocent, produces about three million tonnes of plastic packaging a year - equivalent to 200,000 bottles a minute.
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