This Dairylea Advert Has Been Banned And We Can See Why TBH
Dairylea has had one of its adverts for Dairylea Triangles banned in the UK.
The advert, which was last aired in the UK on catch up services in 2021, shows two young girls hanging upside down from a football goalpost. One of the girls has a Dairylea Triangle in her hand, which led to a number of people complaining that it was encouraging children to eat their cheese triangles in the same way, which of course is incredibly dangerous.
The Advertising Standards Agency has now ruled that the advert “encouraged unsafe practises” after seeking expert advice on choking hazards.
The agency explained: “We considered that the ad condoned and encouraged younger children to eat whilst hanging upside down, which was an unsafe practice where there was potentially a high risk of choking.
“We also noted that one complainant had reported that their three-year-old relative, after seeing the ad, ate their food whilst hanging upside down.”
The company that makes Dairylea Triangle, Mondalez, argued that the advert was aimed at adults and didn’t air during shows aimed at children, meaning very few children would have seen it.
A Mondelez spokesman said: “We recognise and will abide by the ASA's decision, but we are disappointed by the ruling. It was aimed at adults (parents) rather than young children and was deliberately scheduled away from programming likely to appeal to children under 16. As such, we believe it was unlikely to encourage 'copycat' behaviour by young children.
“We remain committed to responsible advertising and work with a range of partners to make sure our marketing meets and complies with all relevant UK regulations.”
