“It’s particularly surprising when a ruling from the television regulator Ofcom, published on Monday (6 August), confirmed that the same advert was not in breach of the advertising code.”, Since the ad was seen in January, Kellogg’s had reduced sugar in Coco Pops original by 40%, she added. Because it was displayed close to the entrance to a primary school, children under the age of 16 made up a much higher proportion of the ad's audience. Advertising will maintain “recognisable elements” of Coco Pops’ brand marketing and will feature Coco the Coco Pops monkey character, rather than just focussing on the nutritional benefits. The Committee for Advertising Practice (CAP), which sets the rules enforced by the ASA, specifies that ads for sugary and salty food and drink are not allowed to be placed in or around media that are directed at children, or where 25% of the audience is under 16. The ASA found Kellogg's promoted a Coco Pops product during a Mr Bean cartoon, likely to have been seen by children. It also ruled KFC advertised a Mars product on a phone box by a school. In the Coco Pops ad (above), which was aired on TV to promote Coco Pops Granola, a group of animated animals were shown competing to knock coconuts down from a tree. It was shown during a show principally directed at, or likely to appeal to, audiences below the age of 16. At the time the ad was seen by the complainant, Coco Pops original was an HFSS product and the Coco Pops range was mainly HFSS. The advertising body has also called for evidence on the impact of junk food ads on children. The ASA said that, although Coco Pops Granola was not a high fat, sugar or salt product, because the Coco Pops branding was synonymous with Coco Pops original cereal and with the Coco Pops range, it concluded the ad had effectively promoted the range. It would be hard to buy and eat a bar of Tony’s Chocolonely chocolate without picking up on the brand’s strong ethical message, Coca-Cola has hit upon a nice way to cheer up some fans, There is profitable opportunity in thinking about customers as audiences, says Tim Mason, CEO of Eagle Eye, The Grocer Own Label Accreditation Scheme, Kellogg’s appoints Chris Silcock as senior sales director, Sunny side up: Breakfast category report 2018, Kellogg’s doubles vitamin D to 50% RDA in breakfast cereals, Tony’s Chocolonely details chocolatey injustice in online film, Grocers are leaving a huge growth opportunity untapped: digital advertising. https://doi.org/10.1038/sj.bdj.2018.1128, DOI: https://doi.org/10.1038/sj.bdj.2018.1128, British Dental Journal Viewers would “closely associate” the commercial’s phrase “look at the milk: it’s turned all chocolatey” with original Coco Pops, said the ASA, while the shot of the cereal shapes was “not particularly easy to distinguish”. Product high on fibre, contain wholegrain and added vitamins and minerals. Thank you for visiting nature.com. The ASA considered it was highly likely those younger children comprised significantly more than 25% of the audience of the ad, and that it therefore broke the rules. Your email address will not be published. It also ruled KFC advertised a Mars product on a phone box by a school. Benefit from our monthly exclusive magazine content in multi-format. Helping publishers increase engagement, improve monetization and drive new audiences. A TELEVISION advertisement for Coco Pops showed an elaborate cartoon production line for the sugar-heavy breakfast cereal: a wooden rooster pushed the cereal on its way, an animated toaster set off a variety of musical instruments made of spoons and other kitchen items, culminating in the bowl of cereal triggering a series of xylophones as it rocketed down a ramp. Steven Woodford, chief executive of the Advertising Association which represents the advertising industry, said the KFC breach had been "inadvertent". The ASA was alerted to a poster ad for KFC's Mars Krushems drink which was seen on a phone box outside a school. Suggest a child would be unpopular if they do not own a particular product, Make a direct appeal to a child to get a product, Encourage children to make a nuisance of themselves unless they get bought a product, Cause confusion between real-life and imagination, Harm a child's physical or mental health or encourage them to put themselves in harm's way, for example showing children in a dangerous situation (unless the ad is a safety warning), Advertise high salt, fat or sugar foods to children.
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