Coca-Cola pulls Fanta TV ad and app after watchdog rules they targeted children
Coca-Cola has pulled a TV campaign and a mobile app for Fanta after the ad watchdog ruled they broke marketing rules by being aimed at children
The complaints to the Ad Standards Board (ASB) were made by the Obesity Policy Coalition (OPC) who argued the TV ad and the Fanta ‘Fruit Slam 2’ app breached the Responsible Children’s Marketing Initiative, which Coca-Cola is a signatory to, and allows only the marketing of food or drinks to kids which are a healthy dietary choice.
https://www.youtube.com/watch?v=tJf9KBy4A7U&feature=youtu.be
Ad courtesy of Savvy Media Monitoring
Stand by for the usual posts about a “Nanny State” and “We should be allowed to advertise whatever we like”…
But I love the taste of Fanta.
Hmm this one has me f***ed up ethically,
So morally I feel like I’m down with branded content,
But at the same time, I think it’s horrible to manipulate children who can’t decifer ad messages.
I seemed fine having those two moralities exist until I got confronted by ACMA citing the execution as wrong because it is deceiving children.
It makes sense, I am still really excited about branded content as new wave advertising. But concious I have some pondering to do. because another way to frame ‘developing content that integrates + aligns with a product’ is ‘intentionally decieving a target audience into think your advertising is content’
Ahh we suck
Difficult situation for Coca Cola.
They’ve got themselves an unhealthy product that only appeals to people they’re duty bound not to target. Real pickle.