💨 Abstract

The Advertising Regulatory Board (ARB) in South Africa has ordered Pioneer Foods to remove or amend the slogan "Nothing But Fruit" for its Liqui Fruit juice brand. The ARB ruled that the slogan is misleading because the juices contain permitted additives like citric acid and ascorbic acid, not just fruit. The ARB also instructed the company to revise its claim of sourcing ingredients from local farms, as it was found that not all ingredients are locally procured.

Courtesy: Garrin Lambley