Nestle Cereal Ad Complaint Rejected

Aug 30, 2012 09:05 AM EDT | By Sharon Robinson

  • print
nestle
Nestle UK's "Battle of Breakfasts" angered the Children's Food Campaign. (Photo : flickr.com/rahego)

In a surprise move, the Advertising Standards Authority (ASA) supported Nestle, when the Children's Food Campaign (CFC) accused the company of making wrongful claims in an advertisement.

Nestle UK's advert campaign "Battle of Breakfasts" caught the attention of the CFC. The group claims that the advert is breaking ASA's rules by asking children to "eat wholegrain three times a day,' even though ASA had ruled Nestle not to do so, in 2008.

Like Us on Facebook

However, Nestle hit back saying that though the advert previously said "experts say," it had now been changed to "experts recommend." Moreover, the ad also cites data from the USDA Dietary guidelines for Americans. According to Food Navigator, this prompted ASA to reject CFC's complaint.

The CFC, after the initial surprise over ASA's ruling, has decided to pursue the case, according to Food Manufacturers UK. According to a spokesperson from CFC, the case will once again be brought up Sept. 7, when the ASA Council meets next, the report added.

CFC also filed a complaint against Swizzles Matlow, a confectionery company, reports The Advertisement Journal. A section of the company's website, Swizzles Town, has been accused of using a licensed character for advertising, and the same section prompts children to eat candy, while hiding it from their parents, reports Food Navigator.

Food companies are usually placed in a dicey situation when it comes to advertising their products. Ads featuring food products like confectioneries, sodas, and crisps are usually targeted by health advocates, since these are considered to be "junk food" and unhealthy.

 According to the American Psychological Association, advertisements featuring junk food are a major cause for child obesity. The study by the APA adds that the more number of hours children spend in front of the TV; the more likely they are to be obese. Even Disney recommended the reduction of ads featuring junk food in all channels.

© 2015 Food World News. All rights reserved. Do not reproduce without permission.
Get the Most Popular Food Stories in a Weekly Newsletter
TrendingOn The Web
Food Biz
Cricket Milkshake

Burger Chain To Serve Cricket Milkshake

Hamburger joint Wayback Burgers is mixing things up by adding some protein to its milkshakes in the form of Slim Jims and crickets for the adventurous eater.

Ham awaiting packaging

Fake Italian Hams Busted By Italy's Food Police

Polish ham were found to be repackaged into Italian ham in an underground laboratory in Villarica, close to Naples.

Neil Perry

Celebrity Chef Neil Perry Will Be Joining Seven's New Show 'Restaurant Revolution'

Chef Neil Perry will join Seven's new reality show 'Restaurant Revolution'

Food Tech
About 100 Children Come Down With Food Poisoning In Xia

Genomic Sequencing Technology Advances Can Control Food Poisoning

Advances in the field of Genomics are enabling doctors to easily control food poisoning outbreaks as reported by Will Ockenden yesterday through ABC News.

1,2,3 Selfie

Chili’s Spends Multi- Millions in Social Media to Grab People’s Attention

Chili's is definitely taking business to the next level through social media.

California Town Of El Centro Struggles With Highest US Unemployment Rate

3D Camera Technology Utilized For Farm Harvesting

A fully automatic robotic harvesting system for broccoli, involving a 3D camera technology, is currently being developed at the University of Lincoln, United Kingdom.

Real Time Analytics