Diet Coke issues new ad to reassure safety of sweeteners

Diet Coke is set to defend its use of artificial sweeteners in a series of new print ads, in a bid to reassure consumers about the safety of its products amid sagging sales.

The ad, which will ultimately run nationally, appeared in the print edition of USA Today in the Atlanta region and then in the Atlantic Journal Constitution on Thursday, company spokesman Ben Sheidler said.

Entitled, 'Quality Products You Can Always Feel Good About,' the ad will highlight the benefits and safety of low-calorie and artificial sweeteners found in the Atlanta-based soft drink giant's beverages.

The ad states these low and no-calorie sweeteners have shown to be safe, high-quality alternatives to sugar, and the safety of aspartame is supported by more than 200 studies over the last 40 years.

Sheidler said that one area often overlooked in discussions about obesity is the benefit of drinking no- and low-calorie beverages.

But, he told ABC News that the company also understands that people have questions about artificial sweeteners.

He said that they created this print ad to address their concerns and make it easier for people to get the facts.

Many large public health organizations say the sweeteners have no adverse health effects when used in moderation.

The Food and Drug Administration, for example, regards aspartame as a safe food ingredient.

The American Cancer Society notes that most studies don't associate aspartame use with an increased risk of cancer.

However, not all experts agree that all artificial sweeteners are harmless. The public health advocacy group Center for Science in the Public Interest does not recommend the use of aspartame, a sweetener found in many diet drinks including Diet Coke.