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Kit Kat ad ordered off TV screens

An advert suggesting that a Nestle chocolate bar could help to control weight has been ordered off television screens, the advertising watchdog has said.

The ad for Kit Kat showed Father Christmas walking into a house and complaining about becoming fat from eating too many mince pies. He then looked at a Kit Kat and said: "107 calories, just the ticket" as on-screen text stated: "May aid weight control within balanced, calorie controlled diet."

A viewer complained that the reference to 107 calories implied that Kit Kat was a healthy snack even though they believed the biscuit was high in fat and sugar.

Another objected that the campaign appeared to target children through the use of Father Christmas, in breach of advertising rules on foods with a high fat, sugar and salt content.

Nestle said the statement that the two-finger Kit Kat contained 107 calories was not a claim that it was a low calorie snack, or was low in fat or sugar, but was designed to help consumers make a more informed choice. It said the ad was of an adult nature and believed the concept of calories would hold little appeal for children.

The Advertising Standards Authority said the 107 calories claim in the context of Father Christmas discussing having put on weight gave the misleading impression that a Kit Kat was low in energy.

It ruled that the ad must not appear again in its current form.

Meanwhile, an anti-hunting campaign by the high street cosmetics chain Lush has been banned following 129 complaints, the advertising watchdog said.

A leaflet by the Hunt Saboteurs Association (HSA) and distributed in Lush stores read: "Hunting ban, what hunting ban?", while a postcard by Lush stated: "The hunts are still at it! The foxes still need your help", with a note inviting customers to forward it to their local police chief constable.

The Advertising Standards Authority (ASA) said 129 people raised a range of issues with the campaign, including complaints that it unfairly denigrated hunts and hunters and misleadingly implied that hunts were intentionally and regularly breaking the law. Lush said it regularly undertook animal welfare campaigns and aimed to raise awareness of the 2004 Hunting Act and highlight alleged breaches of the act and its perceived limitations.

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