(qlmbusinessnews.com . Wed 16th Jul, 2025) London, UK —
Trip's Stress-Relief Drink Claims Scrutinized and Banned by ASA
A promotional campaign by Trip beverages has been prohibited by regulatory authorities after it was determined that the company had illegitimately boasted its product could “aid in achieving calm.”
The beverage, infused with elements such as cucumber, mint, and magnesium, faced scrutiny for assertions that it could alleviate stress and anxiety – a stance deemed incompatible with existing guidelines governing the advertisement of consumable products' health advantages by the advertising oversight body.
In response to the investigation, Trip disclosed that it had temporarily withdrawn such claims pending further external consultation, albeit with aspirations of substantiating these assertions in the future.
Capitalizing on the growing market for non-alcoholic options, Trip has actively promoted its goods on various social media platforms, purporting to offer a calming experience through its chosen ingredients.
Positioning itself as the “premier CBD brand in the UK,” Trip leverages the reputation of CBD – cannabidiol, a derivative of the cannabis plant known for its non-psychoactive soothing properties – to appeal to its audience.
The Advertising Standards Authority (ASA) intervened following three grievances lodged against the company's cucumbers and mint beverage advertisement. Presented on their website in December, it beckoned consumers with promises of attaining tranquillity amidst daily hustle or post-work relaxation.
Scrutiny by the ASA revealed that Trip's assortment, dubbed the “Mindful Blend,” contained claims of incorporating “vital ingredients” with calming effects such as Lion's Mane extract, L-theanine, and ashwagandha, which were not authorised by the Great Britain nutrition and health claims register.
The ASA further highlighted that phrases in the advertisement like “crafted for calm” and “simply help you feel calm” insinuated the drink's capability to reduce anxiety, interpretations that contravened the guidelines set by the GB register.
Moreover, the advertisement's implication that magnesium present in the beverage could lower serum cortisol levels, labelled as the stress hormone, was found to be in violation of the standards. Additionally, claims of “0g added sugar” were determined inaccurate, constituting a breach of advertising regulations.
Conclusively, the ASA mandated that the advertisement must not be republished in its original form, directing Trip to refrain from making declarations that their drinks could prevent, treat, or cure diseases in humans.
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