Advertising complaint upheld against Honey Monster Puffs cereal

Advertising complaint upheld against Honey Monster Puffs cereal

The Honey Monster has been caught trying to flout European regulations on nutrition and health claims. In a ruling published today (31 December), the Advertising Standards Authority has upheld a complaint submitted by the Children's Food Campaign about the use of the phrase “honey goodness” on Honey Monster Puffs cereal's new website and marketing campaign. The ASA ruled that “honey goodness” breached the EU rules that only allow claims about the general benefits of a nutrient or food if accompanied by an authorised health claim; but there are none for honey. The Honey Monster website has now been changed.

Malcolm Clark, co-ordinator of the Children's Food Campaign, reacted to the ASA's ruling:

“We're pleased that the Advertising Standards Authority has stopped the Honey Monster from trying to pull his yellow fur over consumers' eyes and pretend the cereal is healthier than its sugary reality. It still contains 8.6g (a cube and a half) of sugar per bowl - a monsterfied breakfast indeed from a dental health perspective.”

“This was no isolated incident either. The Honey Monster is a cereal offender, taken to task back in 2012 for making the same “honey goodness” claim – a case which was informally resolved by the ASA once those claims had been removed, it seems temporarily, from the brand's website.”

“The Children's Food Campaign should not have to step in so often to hold companies to account and ensure that even the most basic rules are being upheld. The ASA has yet to show that it is willing to provide proper protection to children from misleading junk food advertising. That is why we named the regulator as one of our top five 'Children's Food Zeroes' of 2014.”

“With just over four months until the General Election, we also remain unconvinced that any of the political parties are going to be offering the bold policies needed to effectively tackle junk food marketing to children or the wider obesogenic environment. That is the political challenge ahead.”

Notes:

1. The Honey Monster website is www.honeymonster.co.uk
2. The Advertising Standards Authority ruling is available on the ASA's website from 31 December 2014 http://www.asa.org.uk/Rulings/Adjudications.aspx. An embargoed copy of ruling can be obtained by emailing malcolm@sustainweb.org
3. The ASA ruled that the Honey Monster website breached CAP Code rule 15.2 (Food and associated health or nutrition claims), which incorporates EC Regulation 1924/2006 on Nutrition and Health Claims made on Foods.
4. On 25 July 2012 the ASA informally resolved a case against Honey Monster Foods Ltd after the company agreed to remove the claims on “wholesome goodness”, “packed with natural goodness” and “honey goodness” from their website. The details of this informal resolution are contained in a letter sent from the ASA to the Children's Food Campaign, dated 18 July 2012.
5. The Children's Food Campaign has recently announced its 'Children's Food Heroes' and 'Children's Food Zeroes of 2014'. Amongst the 'Food Heroes' were: the School Food Plan and the Department for Education, British Dietetic Association, British Heart Foundation, and University of Liverpool. Amongst the 'Food Zeroes' were: Coca-Cola, the Advertising Standards Authority and Committee on Advertising Practice and the Responsibility Deal. For the full list and citations, see www.sustainweb.org/news/dec14_food_heroes/
6. The Children's Food Campaign aims to improve children and young people's health by campaigning for policy changes in our schools, in our communities and throughout our society that would promote healthy and sustainable food environments. The Children’s Food Campaign is supported by over 100 UK-wide and national organisations. We are co-ordinated by Sustain: the alliance for better food and farming. www.childrensfood.org.uk