By Robert Fenner
April 2 (Bloomberg) -- Coca-Cola Co., the world’s largest soft-drink maker, will publish “corrective” advertisements in Australian newspapers after the consumer regulator said they were misleading.
Court-enforceable undertakings to run the new ads in eight newspapers have been agreed to by Coca-Cola South Pacific Pty., the Australian Competition and Consumer Commission said in an e- mailed statement today. Coca-Cola South Pacific is the Australian marketing arm of Atlanta-based Coca-Cola Co.
The advertisements with Australian actress Kerry Armstrong, first published in October, ran under the title “Motherhood & Myth-Busting.” They referred to myths about Coca-Cola such as claims the soda makes consumers fat, rots teeth and are high in caffeine.
“Coke’s messages were totally unacceptable, creating an impression which is likely to mislead that Coca-Cola cannot contribute to weight gain, obesity and tooth decay,” ACCC Chairman Graeme Samuel said in the statement. “They also had the potential to mislead parents about the potential consequences of consuming Coca Cola.”
Coca-Cola also agreed to run the new ads on its Web site and implement a review of its compliance with trade practices law, the regulator said.
“We certainly did not intend our message to be misleading,” Coca-Cola South Pacific Managing Director Gareth Edgecombe said in an e-mailed statement. “The ACCC were concerned we oversimplified some complex topics and we acknowledge we should have provided more information.”
To contact the reporter on this story: Robert Fenner in Melbourne rfenner@bloomberg.net
Last Updated: April 2, 2009 01:34 EDT
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