Ad Standards board rules against Paddle Pop icy pole ad for targeting children
A TV ad promoting a Dragon Pop Icy Pole has fallen foul of the ad watchdog, with the Ad Standards Board ruling the advertiser was directly targeting children with the spot.
(Courtesy of Ebiquity)
The spot featured a group of three young children running towards a castle where they each begin to eat an icy pole before one of the children turns into the animated Paddle Pop lion, who then has a battle again a villainous character. The ad features the subtitled statement “True Heroes Balance Energy Intake and Activity. Enjoy Paddle Pop as a Treat within a Balanced Diet”.
Complainants argued the ad breached the Responsible Children’s Marketing Initiative (RCMI) as it is an ad for products directed primarily to children, also arguing that the products “do not represent a healthier dietary choice consistent with established scientific or Australian government standards”.
The ABS ban this ad for advertising paddle pops to children but they dismiss the concerns with the latest Telstra ‘New phone feeling’ mobile ad which depicts a man throwing his rubbish on the ground. Go figure.