Liqui-Fruit must claim 100% fruit juice but not only fruit content

Summary

Liqui-Fruit has faced a ruling from the Advertising Regulatory Board (ARB) about how it markets its fruit juice. The company is not allowed to say that there are only fruits in its juice, but it can claim that the product is 100% fruit juice. This decision clarifies what consumers can expect from the product and how companies must advertise their contents truthfully. The ruling helps prevent misleading claims that could give a wrong impression about the product's makeup. The ARB's role is to make sure advertising is honest and fair, protecting consumers from being misled about what goes into the food and drinks they buy. For Liqui-Fruit, this means adjusting their marketing to meet these standards without exaggerating. This kind of regulation helps maintain trust and transparency in the food and beverage industry in South Africa.