SodaStream pulls threat of legal action against Clearcast

SodaStream: banned "effect" TV ad
SodaStream: banned "effect" TV ad

SodaStream has backed down from the threat of taking legal action against Clearcast after the regulator banned the broadcasting of its global "SodaStream effect" global ad, citing high legal costs and the "protracted nature of the process".

In November SodaStream was forced to pull the TV ad from its £11m "SodaStream effect" global campaign, hours before it was due to air, after the TV ad vetting body slammed it for its denigration of the bottled drinks market."

The ad was banned in the UK as it was deemed a "denigration of the soft drinks industry". But it was cleared to run in other countries such as the US and Australia.

SodaStream's appeal against the ban was turned down, prompting the challenger drinks maker to consider legal against Clearcast.

At the time Fiona Hope, SodaStream's managing director, said she was "extremely concerned" about the final decision and the brand was considering legal advice, though she was hoping to come to an amicable agreement with Clearcast.

SodaSteam has now had an about-face and decided against taking further action.

Hope said: "It is with deep regret that we have decided to close the door on further challenge to this ridiculous assessment by Clearcast. Despite having specialist legal advice that we have extremely strong grounds for progressing with this dispute via judicial review, we simply do not have the deep pockets enjoyed by other soda giants.

"We stand by our statement that there is absolutely nothing disparaging in our original campaign a we do not mention or show competitor brands in this spot.

"With Climate Week upon us, it is sad that we are unable to use TV to deliver our powerful message about reducing waste and creating a more sustainable future. We will look for alternative mediums and continue to create truly innovative products and 'better for you' beverage alternatives to allow families and households to live in a healthier, more environmentally friendly way."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage