Must not criticize bottles????

An advert for a SodaStream machine due to air in a prime slot on ITV was pulled at the last minute - because it encouraged viewers to shun bottled soft drinks to help save the environment.

The commercial for the soda maker was to be screened during a break in last night's episode of I'm A Celebrity...Get Me Out of Here, but a watchdog decided it could not be aired because it was unfairly critical of the soft drinks industry.

SodaStream UK branded the decision to pull its ad - which shows familiar looking plastic bottles of fizzy drinks exploding as people hit the button on the machine - 'absurd'.

The advert sees various people using a SodaStream machine to create their own carbonated drinks.

The firm said it had hoped to deliver a 'powerful message' about waste and sustainability with its new campaign, which ends with the line: 'With SodaStream, you can save 2,000 bottles per year'.

But just before the campaign was due to hit screens, Clearcast, the organisation that pre-approves UK TV advertising, decided the commercial was unsuitable.

Source