The Advertising Standards Authority has upheld a complaint by SmithKline Beecham against a press advertisement for Umbro hypotonic sports drink. The conglomerate challenged GoPack superdrinks description of its energy drink as "The World's Most Advanced Sports Drink", with a "proven scientific formulation". The ad also claimed the drink was "up to 50% more effective than Isotonic drinks" which "will rehydrate and replenish energy faster than any other type of drink". SKB said claims that the drink had "natural ingredients" were contradicted by the ingredients list. The ASA agreed that GoPack had failed to justify its claims scientifically. {{NEWS }}