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The ASA has upheld complaints against a national poster campaign for Tetley, which implied that tea prolongs life.

The ad, which featured a large red heart above the strapline: "Go On, Live A Lot", claimed that "Tetley is rich in antioxidants that can keep your heart healthy."

The Food Commission complained the ad misleadingly implied that drinking tea had health benefits and could increase the chances of a long life.

The advertisers asserted that their claims were based on a large amount of research carried out by leading medical experts. They also sent the ASA 31 separate studies alongside expert opinions on the numerous benefits of tea drinking.

However, the ASA sought its own expert advice, which found that the evidence surrounding the benefits of tea drinking were inconsistent. The authority concluded that the claim was misleading because the health benefits of drinking Tetley Tea had not been proven. It also ruled that the claim that drinking tea would prolong life was equally misleading. The complaints were upheld.

ASA: 020 7580 5555 www.asa.org.uk

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