Unilever pulls ice cream ad aimed at kids after ad watchdog ban

Zoe Samios

December 7, 2016 10:25

Unilever has pulled an ad for Paddle Pop Twirly Pop after complaints that the ad encouraged young children to eat unhealthy foods were upheld by the Advertising Standards Bureau.

The ad features two children who find a Paddle Pop Twirly Pop in a treasure chest. When the young boy opens the chest and eats the Paddle Pop, he transforms into a lion who defeats another animated character.

The ad’s tagline reads ‘True heroes balance energy intake and activity. Enjoy Paddle Pop as a treat within a balanced diet.’

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Zoe Samios

Zoe Samios worked at Mumbrella between 2016 and 2019, finishing up as senior media reporter in March 2019.

Topics

Advertising Standards Bureau Obesity Policy Coalition Paddle Pop Responisble Children's Marketing Initiative Unilever

2 COMMENTS

Monkey 7 Dec 16

This seems reasonable. I suggest we allow ice cream advertising to run only post 8:30pm, and during the day only in live sports. I do not want my child to be exposed to adult concepts such as icecream, lolly pops, toys or fun.

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Migaloo 7 Dec 16

‘True heroes balance energy intake and activity. Enjoy Paddle Pop as a treat within a balanced diet.’

Are we sure this isn’t an elaborate hoax? Surely Unilever needed an excuse to make this tagline disappear.

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