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Adverts banned for promoting junk food to kids

KFC and Kellogg's adverts have been banned for promoting junk food to children after one appeared on a phonebox near a school and the other during a cartoon.
The Advertising Standards Authority (ASA) said the ads breached rules on promoting products that are high in fat, salt and sugar (HFSS) to children.
A poster for KFC's Mars Krushems drink appeared in July on a telephone box a short distance from the entrance to a primary school.It was "highly likely" that its location meant it broke rules that no medium should be used to advertise HFSS products if more than 25% of its audience was under the age of 16, the ASA said.The watchdog also banned a television ad for Kellogg's Coco Pops Granola, which appeared in January between episodes of the Mr Bean cartoon.It agreed with Kellogg's argument that the granola was not an HFSS product, but said the branding was synonymous with the original Coco Pops and therefore had the effect of promoting a high-sugar cereal.The ban follows complaints from the Obesity Health Alliance that the ads were for HFSS products and directed at children.KFC admitted its ad was for an HFSS product but said its media agency had mistakenly placed it on the phonebox within 100m of the school.

[img]https://e3.365dm.com/18/07/512x512/skynews-cadbury-eggs-ban_4352815.jpg" alt="Cadbury eggs, Chewit and Squashies adverts banned under rules to protect children" class="sdc-article-strapline__image">
Cadbury eggs, Chewit and Squashies adverts banned under rules to protect children
Adverts for some of the UK's most popular confectionery brands have been banned under rules designed to protect children from products high in fat, salt or sugar (HFSS).

A KFC spokesman said: "This was a total mistake, and we're really sorry for it."It was the result of human error at one of our media agencies, which the ASA has accepted, and we made sure the advert was taken down as soon as we found out."
Kellogg's said: "We are disappointed with this decision as we ensured throughout the advert that we were only promoting the Coco Pops Granola product, a cereal that can be advertised in children's airtime."It's particularly surprising when a ruling from the television regulator Ofcom published on Monday confirmed that an advert for the same product was not in breach of the advertising code."Two McDonald's ads were cleared by the ASA because they did not break the rules.Caroline Cerny, from the Obesity Health Alliance, said: "The ruling on Coco Pops Granola provides an important precedent for junk food marketing."This ruling recognises that, even though the product shown is classified as 'healthier', the advert used all the same features as adverts for original Coco Pops cereal and therefore essentially promoted the less healthy product, which is not acceptable."We are very supportive of brands reformulating their products to reduce sugar and overall calories, but they must market them responsibly.
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"This is just another example of the ever-evolving tricks brands use to get their products in front of children and why we need stronger, regulatory protection online and with a 9pm watershed on junk food adverts on TV."The government has proposed a 9pm watershed for advertising unhealthy products as part of its childhood obesity strategy.
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