Anoraky I admit, but I was just in Tesco trying to decipher the small print on the back of soft drinks packaging, in search of something I could safely inflict upon the kids. Now these 'ticks' are always a handy shortcut - we've used them in promotional materials for our clients at times. You know the sort of thing, an exaggerated checkmark, followed by the particular feature, for example: ✔ FREE FROM ARSENIC. The tick has become an accepted if cliched graphic device to indicate a product benefit. Imagine my surprise, therefore, as I worked my way down the 'benefits' listed on a bottle of Robinson's orange squash: ✔ No artificial colours. ✔ No artificial flavours. ✔ Suitable for vegetarians. ✔ Juice from concentrate. (Is that good?) ✔ Artificial sweeteners. (Hmm?) ✔ Added sugars. (What?) Run that one by me again... tick... added sugars ??? Do they mean NO added sugars? Apparently not, there's a generous helping in every bottle. But then surely we should see... ✖✖✖✖ing added sugars!
