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
Ronnie Fieg
Mayonnaise

FDA Tells Startup That Their Vegan Mayo Can't Be Labelled Mayonnaise

Hampton Creek Foods Inc., a San Francisco based food startup, has been slapped with a warning letter from the US Food and Drug Administration which says the company cannot call their vegan 'eggless' mayonnaise, "Just Mayo."

The Fat Jew

'The Fat Jew' Catches Heat from New York Based Food Blogger

It seems like the Internet scorn for Josh 'The Fat Jew' Ostrovsky is still coming on strong.

Food Tech
Daily Life At A Secondary School

Irradiated Food is Actually Safe to Eat

Hitting food with radiation is actually a good thing!

Airports

Airport Food Packed with 'Happy Hormones'

Airports generally trigger mixed emotions. Worry no more; one airport in London has paved the way to keep tired travellers happy. They have decided to inject some “happy hormones” on their menus according to CNN.

Real Time Analytics