Health and food safety authorities in Singapore, including the Singapore Food Agency (SFA) and Health Promotion Board (HPB), are considering taking action against the bubble tea chain iTEA over an advertisement that created confusion among consumers. The ad claimed that some of its drinks were “zero-sugar, zero-calorie, and zero guilt.” The promotion poster depicted various drinks with these claims, leading to a potential violation of Section 17 of the Sale of Food Act, which prohibits false and misleading ads on food products. If found guilty, iTEA could face fines or other penalties. The chain has already removed the ad after concerns were raised.
Consumers were perplexed by the Nutri-Grade ratings on the poster, which seemed inconsistent with the advertised claims. The authorities are seeking clarification from iTEA and requesting nutrient information on the drinks shown in the ad. iTEA explained that the zero-calorie claim referred to the sugar substitute used in the drinks, not the beverages themselves. The Nutri-Grade labels were said to be consistent with guidelines, and further checks are being conducted to ensure accuracy.
This investigation underscores the importance of transparent and accurate advertising in the food and beverage industry, particularly concerning health-related claims that can influence consumer choices. Violations of such regulations can result in legal consequences and damage to a brand’s reputation.
