A 16-second YouTube ad for Streets’ Paddle Pop Twirly Pop ice blocks has been banned by the Advertising Standards Bureau (ASB) because it supposedly promotes poor eating and obesity to kids.
A complaint by the Obesity Policy Coalition (OPC) said the ad breached the Responsible Children’s Marketing Initiative (RCMI) and the ADB agreed. Check out the ad below:
Although the reason for the ad’s banning isn’t entirely clear, at one stage the spot does make the statement: “True heroes balance energy intake and activity enjoy Paddle Pop as a treat within a balanced diet.”
In the OPC’s submission, published on Fairfax Media, it stated: “In our submission the advertisement breaches … the RCMI, because it is a communication directed primarily to children, Paddle Pop Twirly Pops do not represent a healthier dietary choice … and it does not promote healthy dietary habits or physical activity.
“We do not think that the message is sufficient to promote good dietary habits or physical activity. In our view, child viewers of the advertisement are unlikely to pay significant attention to the message and are likely to be focused on the visual and audio content.”
The ABS agreed that the ad was aimed at under 12s and had a high sugar content and nominal nutritional benefits and promptly upheld the complaint.