Fruit of eternal life? Maybe not...

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We’re all used to hyperbole in the world of health and nutrition -- a few years back I did a survey to see how many times words like ‘miracle’ came up linked to some food or other. The list was impressive: Vinegar was a ‘modern miracle,’ St. John’s wort a ‘miracle herb,’ urine ‘nature’s elixir for good health,’ water therapy ‘miraculous,’ and lycopene ‘the miracle nutrient that can prevent aging, heart disease and cancer.’

But in Britain, purveyors of pomegranate juice apparently went too far for the voluntary advertising body there. In billboards across that fair land, POM Wonderful said that the beverage could “cheat death.”

After investigating the ad following complaints from 23 members of the public, the ‘Advertising Standards Authority (ASA) ruled against the ad which contained a bottle of the juice of global pomegranate juice leader, POM Wonderful, and a cut hangman’s noose” and said it “must not appear again in its current form,” according to an article at foodqualitynews.com.

-- Rosie Mestel