Atlanta-based soft drink giant, Coca-Cola, has felt the pinch of falling sales in their diet drinks in recent years. This has prompted quick action by the company, who is scheduled to release an ad campaign over the next week touting the supposed “safety” of its controversial artificial sweetener, aspartame.

The new advertisement photo features two mature women laughing and appearing to enjoy classic Coke. Underneath the photo, a caption reads:

“Quality Products You Can Always Feel Good About – Time and again, these low- and no-calorie sweeteners have shown to be safe, high-quality alternatives to sugar. In fact, the safety of aspartame is supported by more than 200 studies in the last 40 years.”

What this underhanded and rather desperate ad campaign leaves out is that the supposed “studies” mentioned therein have been conducted by the very company trying to sell the product. No conflict of interest there, right?