Alka Power claims ‘envious people’ with ‘hidden agendas’ are behind misleading ad ruling

Filtered water company Alka Power has claimed it has been the victim of “hidden agendas” and “envious people” after an online ad for its alkaline water product was found to be deceptive and misleading.

In September last year, Alka Power launched a Healthy Everyday range with celebrity chef and My Kitchen Rules judge, Pete Evans.

Pete Evans launched his Healthy Everyday alkaline water with Alka Power last September

The campaign banned by Ad Standards claimed the product would deactivate pepsin, however an independent review suggested this is unlikely to be true and therefore the ad was deceptive and misleading to consumers.

As well as this, the product advertisement claimed it would “increase” bone density, which is not factual and was likely to mislead consumers.

The ad also stated sugar is one of the most acidic foods, which is an untrue statement.

The complaint said: “The advertisement claims that drinking this water will remedy acidosis, a serious medical problem.

“The site, advertising a line of products, makes a lot of false claims, not just about the product but also about health, and claims to treat a medical condition.”

Alka Power has had its online ads banned

Responding to the complaints, the company said this is now the second time Ad Standards has “challenged our product and integrity”.

“Yet again we have been targeted by envious people, that have hidden agendas, I have replied to every single person who comes on our social media and website requests about our authenticity,” Alka Power said.

Once Ad Standards upheld the complaints and found the advertisement to be misleading and in parts, untrue, Alka Power said the wording has been amended.


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