Eternal claim:A "misleading" advertisement which suggested consumers could "cheat death" by drinking pomegranate juice must not be shown again, the UK Advertising Standards Authority ruled last week.

A poster for Pom Wonderful had a slogan: “Cheat death. The antioxidant power of pomegranate juice.” The company argued that the exaggeration was deliberate and the statement was not intended to be taken literally which would imply the product would bestow immortality.