Coca-Cola was yet another company affected by the wave of false advertising allegations. In this way, one of its products was banned by Procon: the Del Valle Fresh drink.
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The Procon of Santa Catarina received the complaint that the company was advertising the drink as juice. The accusation was made by the Brazilian Institute of Consumer Defense (Idec).
Procon-RS analyzed the drink labels and found that it did not have the minimum amount to be considered as a juice. Thus, its commercialization was prohibited in the state, until the marketing is updated. The Procon of the Federal District took the same attitude in the face of a similar complaint against Coca-Cola, and the drink is also prohibited from being sold in the federal capital.
The company issued a note claiming that all information about the composition is present in the beverage label, and that the illustration on it only reflects the raw material used in the product. See the company's full statement:
“Coca-Cola informs that the illustration on the label of the Fresh line of the Del Valle brand reflects the raw material present in the drink. And due to its commitment to transparency with the consumer, it makes available on the respective label all information regarding its composition, including the amount of juice present in the product, in strict compliance with the current Brazilian legislation and regulatory norms of the competent Bodies of the category. Furthermore, it clarifies that products from the Fresh line of the Del Valle brand are not and have never been classified as juice or nectar. The company guarantees that it will follow all the determinations of the competent bodies”.
This case joins the controversy surrounding hamburgers from the fast food chains McDonald's and Burger King, which also had products banned from being marketed due to misleading advertising at the beginning of the month. The case of the Picanha hamburger at McDonald's without this cut opened space for a series of complaints of the same type to Procon.
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