ADVERTS for Lucozade Sport have been misleading the public into thinking the drink contains no carbohydrates or additives, watchdogs ruled today.
Posters for the sports drink declared it was the "water designed for exercise" and it was plugged on television as "the fitness water".
But the Advertising Standards Authority (ASA) said it was "misleading" and upheld a complaint against makers GlaxoSmithKline.
They noted the drink contained 10kcal, 2g carbohydrate and 35mg sodium per 100ml. Ingredients were water, glucose syrup, citric acid, acidity regulators, flavouring, sweeteners and vitamins.
The investigation was triggered by complaints that the product was a high calorie drink and that people were being misled into thinking it was an unprocessed zero calorie drink because it used the term "water".
An eye-catching hi-tech television advert saw an athlete made of water running, doing cartwheels and back flips, diving into a large pool and swimming away.
A voiceover described it as "Lucozade Sport Hydro Active: the fitness water".
The ASA said it was not a high calorie drink but ruled: "The overall impression of the advertisements was that the product contained no calories or additives. Because it did, the Authority considered that the advertisements were misleading. It told the advertisers to avoid that impression in future."