Anti-hangover ad 'misleading'

3rd August 2004, Comments 0 comments

3 August 2004 , AMSTERDAM — The Advertising Code Commission ruled on Tuesday that an advertisement for the anti-hangover pill KG-2 was misleading.

3 August 2004

AMSTERDAM — The Advertising Code Commission ruled on Tuesday that an advertisement for the anti-hangover pill KG-2 was misleading.

The ruling came after the Alcohol Prevention Foundation STAP took action against a claim from the distributor of the pill that it is the only anti-hangover remedy that can accelerate the breakdown of alcohol in a drinker's body.

On the KG-2 website (http://kg2.ontheweb.nl), it is advised that drinkers take four to six pills with water during or after alcohol use. It advises that no more than six pills be taken in a 24-hour period.

The distributor claims the pill's active ingredient is asparagine, a crystalline amino acid, found in many proteins and present in large amounts in some plants such as asparagus.

But the commission, Stichting Reclame Code Commissie, said the distributor's claim was unfounded and the advertisement for the anti-hangover pill breached Dutch law, good taste and decency.

The distributor, Jobacom VOF in Zwaagdijk in North Holland, has appealed against the ruling, news service RTL reported.

If an advertisement is ruled to be misleading, the advertiser is ordered not to repeat it. In the case of continued breaches, member media companies can be advised against accepting the advertisement. They are obligated to abide by the commission's findings.

[Copyright Expatica News 2004]

Subject: Dutch news

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