The Children's Food Campaign are disappointed by the Advertising Standards Authority's ruling today that the Kellogg's Coco Pops advert featuring a cartoon character in school uniform did not break its code and was not “socially irresponsible” despite encouraging children to eat more of a high-sugar product.
Campaign Co-coordinator Jackie Schneider said:
“It's amazing that the ASA don't consider the headline, “ever thought of Coco Pops after school?” an invitation to children to eat another bowl of the high sugar cereal, although not surprising given that the ASA is run and funded by the advertisers themselves.”
She continued: “However, we are pleased that the Department of Health are taking our concerns more seriously: they have told us they are planning to hold a meeting with Kellogg's, who are partners in their anti-obesity Change4Life campaign, to discuss our concerns that the adverts contradicted messages to eat healthier snacks and reduce sugar intake.”
Many parents were outraged by the advertisements. 26 complaints were received by the ASA, and many comments were posted on the Netmums online forum and micro blogging service Twitter. In response to the criticisms, the Children's Food Campaign held a poster competition and invited people to compose their own slogans. The winning slogan was “Do they give a monkey's for children's health?”, with the winner receiving a genuinely healthy afternoon snack – a banana in its own special carrying case.
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For further information please contact Jackie Schneider or Christine Haigh on 0203 5596 777 or 07795 213425 (Jackie) / 07870 577934 (Christine) or Jackie@sustainweb.org / Christine@sustainweb.org
Notes to editors:
1) The Children's Food Campaign wants to improve children's health and well-being through better food - and food teaching - in schools, and protecting children from junk food marketing. We are supported by over 300 organisations, almost 300 MPs and 12,000 members of the public. The Children's Food Campaign is coordinated by Sustain: the alliance for better food and farming and funded by the British Heart Foundation.
2) The winning entry to the alternative slogan competition is available at https://www.sustainweb.org/childrensfoodcampaign/coco_pops
3) Coco Pops are more than one third sugar, containing 35g sugars per 100g of the product.
Children's Food Campaign: Campaigning for policy changes so that all children can easily eat sustainable and healthy food.
