A TV ad for Lucozade Alert Plus has escaped a ban despite 86 complaints about it to the Advertising Standards Authority. The commercial showed a
man at a petrol station drinking the energy shot before driving off on a dark, snowy road. There are deer in the road, which he manages to avoid, and the ad ends with the voiceover: “New Lucozade Alert Plus. Sharpen up in a shot.”
The complaints were from people who said the ad was misleading and irresponsible because it implied the product could improve reaction times and help you avoid accidents.
However, the ASA said the ad did not show that the product was designed solely to improve reaction speeds and that advice from the Department for Transport was that a "caffeine drink was a useful short-term solution to driver tiredness".