Sugar Instead of Health: This Is the "Advertising Trick of the Year 2025"

In an online vote with more than 3,000 votes cast, around 29 percent went to the product advertised as strengthening the immune system, the organization announced on Tuesday. It thus won this year's annually awarded negative prize for the "most misleading advertising promise in Austria".

The name gives a healthy impression, but according to consumer protectors, the content tells a different story: The syrup consists of two-thirds sugar, along with some fruit juice, as well as vitamin C and zinc. The note that the vitamin supplements only contribute to the normal function of the immune system is only found in the fine print.

"A product that consists almost entirely of sugar should not be advertised as strengthening the immune system. This is not health care - this is pure deception and particularly brazen marketing," said Indra Kley-Schöneich, head of Foodwatch Austria. In addition, promises like "immune booster" are not even allowed according to the EU Health Claims Regulation.

"Advertising Trick of the Year": Close Race for Second Place

In second place was the energy drink powder "Gamers only", which with comic characters and high caffeine content "could be particularly dangerous for children", warned Foodwatch Austria. Close behind followed the "NÖM Pro Cottage Cheese", which despite the "High Protein" claim even undercuts cheaper competing products in protein content, as well as the expensive and environmentally harmful "Dolce Gusto Nesquik" capsules according to the association, and the "Lotus Biscoff" caramel biscuits as a "classic case of shrinkflation", which usually means reduced content at a higher price.

(APA/Red)

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