The ASA rejects Birds Eye fishfingers ad complaints

The Advertising Standards Authority has rejected complaints about an ad for Birds Eye that implied its fishfingers could improve a child’s mental health.

The ad, featuring pop star Suggs, used the strapline “Good Mood Food” and promoted the product as a source of Omega 3.

Sustain, a campaigning group that lobbies for better food and farming practices, made the complaint and queried whether the product contained a significant amount of Omega 3.

The ASA said that the fishfingers contained a “nutritionally significant amount” of Omega 3. It added that the Birds Eye strapline was used across other products and made no reference to improving children’s mental health.

The watchdog also rejected claims that ads for Motorola’s RAZR 2 mobile phone encouraged knife crime.

It received nine complaints about the ads, featuring PVC-clad models brandishing the phones in fighting positions.

The ASA said the ads were designed to make the link between the phones and a blade, but said that as “the characters looked fantastical”, they did not condone or glamorise violence.

The watchdog has ordered a lapdancing club in Brighton to withdraw an ad after seven complaints. The poster featured a woman in skimpy underwear kneeling on the floor with a foaming bottle of champagne in her hands.

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