Warburtons’ kids food ad slammed in ASA ruling

As Ofcom launches a consultation on its proposals for the advertising of children’s food on television, the Advertising Standards Authority (ASA) has slammed Warburtons over a magazine ad for its All In One Riddlers filled bread rolls.

The ad was headlined: “What’s the healthiest packed lunch you’ve never made?” and included the statement: “A healthy lunch that kids love; with Riddlers you’ve got it made”. A consumer complained to the ASA that the ad was misleading, because it implied the product was a complete, healthy lunch.

Warburtons argued the ad did not suggest Riddlers was a complete, healthy meal, but that it could form part of a healthy lunch. But the ASA ruled that the execution was irresponsible and inaccurate, and ordered Warburtons to make clear in future ads “that the product was not a healthy lunch on its own”.

â¢The ASA has also ruled against holiday company TUI over claims in its Crystal ski brochure stating: “Free Kids – Free and reduced prices for children”. The ASA said that TUI failed to explain clearly that children taking up free places could lead to under-occupancy charges, and that the claims were “at best ambiguous, and at worst misleading”.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here