South Africa, May 7 -- The advertiser said the tag was pulled from the website and not meant for public use, arguing that "the inescapable conclusion is that the complainant has actively sought out the complaint, which would make the complaint vexatious".

They also explained that the phrase "Nothing But Fruit" has been part of Liqui-Fruit's brand identity for decades and is a registered trademark. It reflects the nature of the product as a long-life fruit juice, which differs from fresh or short-shelf juice that requires refrigeration.

The ARB found that while Liqui-Fruit's use of phrases like "100% Fruit Juice" and "Nothing But Fruit" may suggest purity, they comply with South African food and advertising regulations. These terms were ...