ASA censures Frosties ‘eat right’ ad

Cereal manufacturer Kellogg has been banned by the Advertising Standards Authority (ASA) from using the strapline “Eat Right” in a cinema ad for its Frosties brand, because it misleadingly implies that the product is healthy.

The ASA has censured a cinema ad for the breakfast cereal which shows young boys playing football and cartoon character Tony the Tiger carrying a packet of Frosties. A voice-over says: “Train hard, eat right and earn your stripes.” The ASA has ruled that since Frosties has a high sugar content it cannot use “eat right” because it implies that the product is healthy. Leo Burnett created the ad. The advertising watchdog has meanwhile not upheld a complaint against French Connection’s poster ad that features a photograph of a woman from the waist up, wearing a bikini top and a top hat in the colours of the St George’s cross. It says “FCUK” below which appears the strapline: “Your country needs you.” The complainant objected that the poster, created by TBWA/London, is offensive and unsuitable for display in a residential area.

The ASA has ruled that FCUK in this instance can be understood in reference to the French Connection brand and adds that the poster is intended to be light-hearted and unlikely to offend.

The regulator is investigating complaints against a “free flight” promotion by wine distributor E&J Gallo Wines and Sainsbury’s. The two have teamed up to give free flights, but the promotion has triggered 13 complaints so far because of unavailability of flights.

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