Media item
Full text
 
Complaint about baker's school lunch ad upheld
Sydney Morning Herald, Sydney  by Lucy Cormack
07 Mar 2017
General News - page 10 - 337 words - ID 737670486 - Photo: Yes - Type: News Item - Size: 201.00cm2

A complaint that a Bakers Delight billboard was "advertising lollies on bread for school lunches" has been upheld by the Advertising Standards Board.

The advertisement, which was displayed on signs in shopping centres, depicted three Bakers Delight products beneath the wording: "School lunches? Problem solved."

Another version in the ad series highlighted that the product was for a "limited time only," alongside the message: "Go on. Make their Day!" A cheese and Vegemite scroll, a cheese and bacon roll and a fourpack of mini finger buns covered in chocolate M&Ms (pictured) featured on one of the signs, with the latter forming the focus of the complaint.

The advertising board found the Bakers Delight ad series undermined the promotion of healthy balanced diets.

"Advertising of lollies on bread for school lunches is appalling.

Lunch and healthy food choices are challenging enough for most families and to have this as an acceptable choice is unfathomable," the complainant said.

"Bakers Delight is specifically targeting children to include M&M finger buns as a day-to-day lunch box item.

"Such products, should rarely (or preferably never) be eaten by children, let alone promoted and 'normalised' as an everyday food ... " The complainant argued that amid Australia's "obesity crisis," it seemed "incredibly irresponsible and unethical to market such products to children and their carers".

The Advertising Standards Board ultimately found the ad series undermined the promotion of healthy balanced diets through "the combination of images and text" and that it did breach a section of the AANA Food Code.

"The reader may interpret the advert isement as being a sug gestion of some items to go in the lunch box, however . . . the text 'your lunch box solution' strongly suggests this is all you could have (a scroll and a finger bun)," the judgment said.

In response to the finding, Bakers Delight said it was "surprised" and "disappointed in [itself]" that the ad had come to the attention of the board.

Bakers Delight acknowledged it would not continue the campaign.

Provided for client's internal research purposes only. May not be further copied, distributed, sold or published in any form without the prior consent of the copyright owner.
iSentiaThis report and its contents are for the internal research use of the recipient only and may not be provided to any third party by any means for any purpose without the express permission of Isentia and/or the relevant copyright owner. For more information contact copyright@isentia.com. DISCLAIMER Isentia uses multiple audience data sources for press, internet, TV and radio, including AGB Nielsen Media Research, Audit Bureau of Circulations, comScore, CSM Media Research, GfK Radio Ratings, OzTAM, Nielsen, Research International and TNS. For general information purposes only. Any ASRs and audience figures are an estimate only and may be subject error or omission. Isentia makes no representations and, to the extent permitted by law, excludes all warranties in relation to the information contained in the report and is not liable for any losses, costs or expenses, resulting from any use or misuse of the report.
<p>This section (everything between the 'noframes' tags) will only be displayed if the users' browser doesn't support frames. You can provide a link to a non-frames version of the website here. Feel free to use HTML tags within this section.</p>