ASA could investigate Cocaine drink

Watchdog the Advertising Standards Authority (ASA) is deciding whether to investigate a controversially-named energy drink - Simply Cocaine - after an MP complained about the drink.

Leicester East MP Keith Vaz complained to the ASA that the title of the lemon-flavoured non-alcoholic drink could encourage the use of Class A drugs.

Simply Cocaine was launched last month by Derbyshire company Simply Drinks and is exclusive to the on-trade.

However, a spokeswoman for the ASA said there may not even be a case to answer - Vaz had taken issue with the naming of the drink, but the ASA's remit is marketing.

It is looking into whether or not Simply Drinks actually put out any marketing material for the product.

If the ASA determines that there is a case to answer, it will launch a formal investigation that will last for a number of months.

If not, the matter could be instead referred to Trading Standards, the spokeswoman said.

But Garry Shepherd, co-owner of Simply Drinks hit back, saying: "Keith Vaz should get on with his own job. There are terrorist threats out there, along with the worst banking crisis many people have ever seen, and all Mr Vaz can do is jump on a media bandwagon.

"Simply Cocaine is intended for 18-25 year-olds with a sense of humour. We state on the bottle that it should not be sold to under-18s, something on which we are taking a lead among energy drink manufacturers."