A British commercial for a product that allows consumers to produce their own soft drinks at home was yanked at the last minute Thursday night following an objection by the organization that represents the bottled drinks industry. Clearcast, the watchdog that pre-approves television ads in the U.K., said that could be seen to tell people not to go to supermarkets and buy soft drinks, instead help to save the environment by buying a SodaStream. We thought it was denigration of the bottled drinks market. But SodaStream said in effect that Clearcast had no business deciding to protect any industry against legitimate competition. Its managing director, Fiona Hope, told Britain's Guardian newspaper, This decision is absurd. We have neither named nor disparaged any of our competitors in the industry and cannot see how this makes any sense. ... Through the ad, we are simply displaying an alternative way to living more sustainably and illustrating one of our product's benefits -- the reduction of plastic bottle wastage. ... This decision appears to put the sensitivities of the world's soft drinks giants ahead of concern for the environment. A similar ad for SodaStream has reportedly aired in the U.S. without incident.
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