Wednesday, March 08, 2017
Australia: Must not promote candies
The advertising consumer watchdog has deemed a Baker's Delight ad promoting finger buns with lollies [candies] on top was undermining the promotion of healthy balanced diets.
The ad showed finger buns with lollies on top and scrolls with Vegemite inside with the wording: 'School lunches? Problem solved.'
But a complaint to the Advertising Standards Bureau slammed the ad claiming food choices are hard enough, let alone the promotion of lollies on bread for lunch.
Bakers Delight said the ad was not specifically directed at children, but rather busy parents looking for an alternative food for their kids.
'It is not our intention to target children with any of these advertisements, alternatively our copy is specifically designed to be directed at parents,' its response read.
''School lunches? Problem solved' is intended to target busy parents during the back to school rush period, to encourage them to consider Bakers Delight in their purchasing decisions. There is no copy used that is targeted specifically to children.
The Advertising Standards Board decided the Children's Code to advertising did not apply to the advertisement because the content was equally appealing to parents, despite the particular images appealing to children.
However, the board upheld the complaint pointing out the advertisement does undermine the promotion of healthy balanced diets through the text.
Bakers Delight accepted the findings of the consumer watchdog and said they would not be 'undertaking that campaign as a result of your intervention.'