The deal entered between London Eye and Coca Cola would mean that number of children being admitted in hospital due to tooth decay and dental problems would increase, say health campaigners.
The London Eye, which had closed for its annual maintenance in early January, opened in the weekend as the Coca-Cola London Eye, as part of the sponsorship deal announced in September.
The London Eye has officially been taken over by sugary drink Coca-Cola, from previous sponsors, EDF Energy.
The giant wheel, which turned blue in the night, has now begun shining in red, to mark the sponsorship. Each pod has the branding of the sugary drink. The entire staff now wears red tops with the brand's logo emblazoned on the back. The security staff wears Coca-Cola beanie hats and the ticket offices have huge posters of Coca-Cola, New Zealand Herald reported.
However, health campaigners, medical professionals and children's charities are not too happy with the deal, and were seen handing over 500 toothbrushes to families. The figure represents the number of kids being hospitalized due to tooth decay every week, with few of them having to extract all 20 teeth, as per National Health Service (NHS).
"It's totally inappropriate for a major family attraction to be sponsored by a sugary drinks company," said Malcolm Clark, co-ordinator of the Children's Food Campaign.
Describing soft drinks as being the "largest source of sugar" in the diets of children and teenagers, Clark said that these drinks are responsible for obesity, heart ailments, diabetes and poor dental health. Clark is of the opinion that the deal sends across the wrong message to parents in London, and also affects the high profile image and recognition that London Eye carries, according to Daily Mail.
Referring to the deal as "scandalous, Professor Simon Capewell from the University of Liverpool and vice-president-elect at the Faculty of Public Health said that just like how people do not accept sponsorship by tobacco companies, they should not "tolerate" sponsorship by a sugary drink company either. Meanwhile, Jon Woods, general manager for Coca-Cola UK, said that they were delighted to sponsor an iconic landmark in London. "This new sponsorship will help us play an even greater part in future moments of happiness and celebration in the capital," said Woods.