The ad, which aired in July, showed three children appearing to cheer up at the thought of visiting Morrisons to get a Walt Disney card that offered the chance to win a trip to Disneyland Paris. The ad showed a child “feverishly” opening a packet of the cards and discovering a gold card.
An accompanying voice-over said, “Find a gold card, and you could even win one of a thousand stays at Disneyland Paris”.
Three viewers complained that the ad targeted children and claimed it was irresponsible as it encouraged children to ask their parents to get Walt Disney cards for the chance to win a holiday to Disneyland Paris.
Morrisons claimed that the ad was targeted at adults and as it was aired during school-term children should not have viewed the ads.
The Advertising Standards Authority (ASA) says that as the ad appeared on several children’s TV channels it would have been viewed by children.
The ASA ruled that the ad breached the responsible advertising code, and must not be shown in its current form again.