Tea giant Tetley, now owned by the Tatas, has received a blow from Britain’s advertising watchdog for its advertisements, which suggest that tea may help one live longer. The Advertising Standards Authority of UK has directed Tetley to drop the “exaggerated health claims.”
The Independent Television Commission has also upheld a complaint about Tetley’s television advertisements for similar reasons.
In February 2002, Tetley axed its animated Tetley Tea Folk characters in favour of the healthy living branding approach with a POUND 15 million campaign.
However, in India, Tetley has been positioned as a tea with an international blend based on taste, aroma and colour. Tetley, segmented as a premium tea brand, was launched in India in January 2002.
Investigations by the ASA and ITC were prompted by complaints from the Food Commission, an independent group campaigning for healthier food. Tetley sent the ASA 31 studies and expert opinions to back its claim that tea rich in anti-oxidants can help keep the heart healthy.
Scientific evidence exists to show that tea along with other dietary sources of anti-oxidants such as fruit and vegetables help maintain a healthy heart, Tetley said in a statement.