My Celebrity Life

Dairylea advert banned for showing girl eating upside down over ‘potential high risk of choking’

The advert will no longer be shown (Picture: Mondelez)

A Dairylea advert showing a child eating while hanging upside down has been banned after ‘condoning unsafe practices’.

The promotional clip featured two girls hanging from a goalpost, with one eating a cheese triangle.

There were fourteen people who complained about the advert whichwas shown on catch-up television in August – including one family who said their toddler had attempted to copy the scene.

Dairylea owner Mondelez said the risk of choking was low while hanging upside down, with their research suggesting the ability to swallow was not impacted by the position they ate in.

It also said that the clip, which aired on ITV Hub, All 4 and My 5, had been scheduled to air alongside programmes which weren’t aimed at children.

However, the Advertising Standards Authority said that it agreed with the complaints and said that children will be familiar with a football goalpost and would find it easy to copy the advert.

The clip was deemed a ‘potential choking risk’ (Picture: Mondelez)

The regulatory body also said it sought expert views on child accidents in their ruling, and was advised that there was potentially a high risk of choking in the situation depicted.

The ruling stated: ‘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 watchdog went on to say: ‘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.’

Mondelez has now said it will not be running the advert, and it would remove the scenes of eating upside down if it ran the clip in the future.

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.’


Credit: Original article published here.

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