An advertisement for pomegranate juice over-hyped its health benefits and must not be shown again, the UK regulator has ruled.
The poster, for POM Wonderful, featured a noose round a bottle of juice, and suggested drinking it would help consumers "cheat death".
The Advertising Standards Authority (ASA) concluded that the advert had been "misleading". The makers argued the claim was a deliberate exaggeration for effect.
Pomegranates are high in antioxidant molecules, which are thought to reduce damage to the body's tissues. There is also research to suggest that the fruit can help slow the development of some tumours, such as prostate cancer, and reduce the risk of heart disease.
But the ASA received 23 complaints that the slogan was misleading and exaggerated the health benefits likely to be achieved by drinking the product.