Supermarket tv advert complaint upheld

UPHELD: Barrie Evans lodged a successful supermarket complaint  (9216417)

UPHELD: Barrie Evans lodged a successful supermarket complaint (9216417)

First published in News by

A BARRY resident who objected to a supermarket giant’s television burger advert has seen the complaint upheld.

Barry Island resident, Barrie Evans lodged a complaint with the Advertising Standards Agency after Morrisons broadcast a commercial featuring a girl, her mother, and the preparation of a meal.

Mr Evans was one of 11 people who complained and the advert cannot be rebroadcast after the watchdog decided it “condoned poor nutritional habits.”

The advert depicted the mum preparing a burger for her daughter while they talked about school.

The youngster removed the salad, onion and tomato from the burger and put them on the side of her plate.

The Advertising Standards Authority ruled this "suggested she was not going to eat the salad later".

The commercial was was found to have broken two rules in the UK code of broadcast advertising.

The ASA said: "Because we considered the ad placed an emphasis on the burger being the preferable option to the salad, we concluded it condoned poor nutritional habits or an unhealthy lifestyle, especially in children, and that it disparaged good dietary practice."

Morrisons, represented at the hearing by industry body Clearcast, which approved the advertisement before it went on air, claimed: "The daughter did not look disdainfully at the salad items or make a face that implied she did not like them or would not eat them in the future" and that "it was perfectly feasible that she would return to it later."

Mr Evans said: “What I saw I didn’t like. It went against the grain about advice told to children and it made out it was right. It did make me feel like they were dictating to children rather than give them advice.

“I’m pleased the Advertising Standards Authority saw sense.”

A Morrisons spokesman said: “Trying to convince children to eat their fruit and vegetables is something that most parents will identify with. Our aim with the ad was to reflect this in a humorous and engaging way. We’re disappointed with the ASA’s adjudication.”

In January this year, Vale Council leader Neil Moore complained to Channel 4 and television watchdog OfCom following the broadcast of Karaoke Nights. Channel 4 said the programme was a fair portrayal of life in Barry. A Barry resident, who watched the programme using 4oD, had his complaint investigated by the Authority for Television On Demand (ATVOD) –the independent co-regulator for the editorial content of UK video on demand services. This complaint was also dismissed.

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