ASA probes Hellmann’s ‘obesity’ ad

A Hellmann’s Mayonnaise television ad, featuring a large man eating chips garnished with the dressing while dancing to Marvin Gaye’s Lets Get It On, has triggered complaints to advertising watchdog the Advertising Standards Authority (ASA) for being irresponsible.

The ASA has received 15 complaints about the ad, created by Lowe, which is seen to promote eating chips with full-fat mayonnaise. The ASA says that although it welcomes a debate on obesity, the Hellmann’s campaign does not promote obesity. It has rejected nine complaints on the grounds of being “not justified” but is still considering six complaints.

vThe watchdog has refused to uphold complaints against a Peugeot 206 Sports Edition television ad, which shows a boy with a toy pistol trying to rob a bank. The ad, created by Euro RSCG London, triggered 121 complaints. The ASA has ruled that the comic portrayal was unlikely to promote gun culture.

The ASA has also rejected complaints against Channel 4’s poster ads for Jamie’s School Dinners, which show a pair of breasts drawn in graffiti style and the scrawled words “Stick your carrots up your arse” (MW last week).

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