7th Apr 2010 - 00:00
Abstract
The Children's Food Campaign says it is disappointed by the Advertising Standards Authority (ASA) ruling that the Kellogg's Coco Pops advert featuring a cartoon character in school uniform did not break its code.
The CFC argued that the advert was "socially irresponsible" because it encouraged children to eat more of a high-sugar product. The ASA disagreed and said the advert complied with regulations. CFC co-coordinator Jackie Schneider said: "It's amazing that the ASA don't consider the headline, "ever thought of Coco Pops after school?" an invitation to children to eat another bowl of the high sugar cereal, although not surprising given that the ASA is run and funded by the advertisers themselves." She added: "However, we are pleased that the Department of Health are taking our concerns more seriously: they have told us they are planning to hold a meeting with Kellogg's, who are partners in their anti-obesity Change4Life campaign, to discuss our concerns that the adverts contradicted messages to eat healthier snacks and reduce sugar intake." She said many parents had been "outraged" by the advertisements. Twenty six were received by the ASA, and many comments were posted on the Netmums online forum and micro blogging service Twitter.
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