Member Article

Morrisons ad panned by health watchdog

The Advertising Standards Agency has banned a Morrisons advert for encouraging “poor nutritional habits” and an “unhealthy lifestyle” for children.

The advert consists of a child eating a burger from which she removes all the salad and puts it to one side. The voice-over stated “Love quarter-pounders. Love them cheaper” and showed shots of burgers.

Eleven viewers challenged whether the ad condoned or encouraged poor nutritional habits, an unhealthy lifestyle or disparaged a good dietary practice, especially in children.

A statement on the advert by ASA said: “The ASA considered viewers would interpret the ad to mean that the daughter was so eager to eat the burger on its own in the bun that she immediately removed the salad, choosing the option with less nutritional value.

“We considered that that impression was reinforced by the emphasis on “love” of burgers in the voice-over and the dialogue between the mother and daughter, which suggested the daughter was usually very well behaved.

“We noted the BCAP Code stated ads must not disparage good dietary practice. 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.

This was posted in Bdaily's Members' News section by Clare Burnett .