Lucozade Provokes Energetic Complaints

Lucozade’s current advertising campaign has been at the centre of a large number of complaints made to the Independent Television Commission (ITC) during June.

One advert featuring a group of mods on motor scooters has prompted 22 complaints to the ITC. Viewers reported being able to hear the word “bollocks”, which although dimmed by the sound of a passing train, was still audible. ITC decided that the language was inappropriate, and the advertisement was edited accordingly.

A second Lucozade advert currently being aired features Sharon and Tracey (based on the comic book characters “The Fat Slags”), with male strippers displaying strategically placed bottles of Lucozade Low-Calorie. The general consensus amongst complainants was that the advert contained overt sexual innuendos which were unsuitable for pre-watershed viewing. Although the ITC Acknowledged that the advert might not be to everyone’s taste, it did not feel that it warranted a more stringent time restriction.

Overall, the ITC received 578 complaints during June, referring to a range of 203 adverts. Complaints were upheld against 2 adverts only.

The ITC publishes a bi-monthly Programme Complaints and Interventions report.

Independent Television Commission: 0171 306 7743