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15
Oct
Harrogate Spring Water set to ditch strapline after watchdog calls it 'likely to mislead'
Harrogate Spring Water has agreed to no longer use the strapline ‘since 1571’ after the Advertising Standards Authority (ASA) said it was “likely to mislead” consumers.
The strapline – which refers to the year Harrogate’s spring water was first recognised as being special by William Slingsby – was at the heart of one of three complaints the Pinewoods Conservation Group (PCG) made to the standards watchdog, which issued a summary of the “informally resolved case” today.
In its reponse, the ASA said of the ‘1571’ claim:
We considered that the presentation of some of these claims were likely to mislead because they gave the impression that the company had been in existence since that time.
Harrogate Spring Water was actually founded in 2002.
The ASA continued:
As this appeared to be a relatively clear breach, instead of initiating a formal investigation and with a view to acting quickly, we informed the advertiser of the complaint and they have assured us that the ad will no longer appear in its current form.
A spokesperson for Harrogate Spring Water said:
Harrogate Spring Water is open and transparent about its heritage, and we have worked closely with the ASA to address any queries. This includes making it clear that the first Harrogate spring was discovered in 1571, rather than the brand being in existence since that time.
'Bottled at source' claim questioned
PCG also questioned the accuracy of Harrogate Spring Water’s claim that its water is “bottled at source”. The company already extracts water from two sites, one of which is not on its premises, and is in the process of laying a pipeline to another borehole even further afield, in Killinghall – over a mile and a half away.
The environmental group, which has been campaigning against Harrogate Spring Water’s proposed factory extension at its headquarters on Harlow Moor Road, pointed out that the term “bottled at source” is not just a marketing phrase, but a legal and geographical designation under UK law.
The group said:
The need to ‘bottle at source’ has been a core argument around the need to develop the current site and alternatives could not be considered. This claim is now in doubt.
Such a change would have implications not only for consumer transparency, but also for the local environment surrounding the Pinewoods and wider Harrogate – an area that PCG has worked to protect for over two decades.
The ASA said this issue was best dealt with by Trading Standards, since it was a matter that “ultimately goes beyond advertising, as to whether the advertiser is bottling the water at source in line with their requirements under government regulations for the marketing of ‘spring water’".
Green claims removed from website
PCG’s third area of concern centred on environmental claims made on Harrogate Spring Water's website that suggested strong sustainability practices, despite its proposed expansion within a sensitive woodland and catchment area.
In its response, the ASA noted a number of these claims had been removed or amended during the complaint investigation.
In a statement, PCG said it remained particularly concerned that the proposed expansion could increase the bottling plant’s footprint into ecologically sensitive woodland areas, “contrary to earlier assurances”.
A decision on whether to allow Harrogate Spring Water, which is owned by French multinational Danone, to expand its bottling factory in the Pinewoods looks set to be made this month.
A PCG spokesperson said:
Consumers trust heritage brands like Harrogate Spring Water to be honest about their operations.
When claims like ‘bottled at source’ or ‘since 1571’ are used, they must reflect genuine practice – not just branding. This isn’t just about advertising – it’s about safeguarding the integrity of the site, the water and the environment around it.
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