The Week: Advertising News - Asda seeks milk rethink
Asda is to ask Ofcom to rethink the interpretation of the rules on junk-food advertising after discovering that it cannot run its whole milk ads, featuring the comedian Paul Whitehouse, during children's programmes.
Full-fat milk falls foul of the regulations because it has a 4 per cent
fat content. Rick Bendel, the Asda marketing director, said: "We're
genuinely baffled as to why products loaded with artificial colours,
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sweeteners and other additives can cruise on to children's TV with no
problems, but something that's wholly natural, and only 4 per cent fat,
can be demonised in this way." To sign Campaign's Action for Ads online
petition go to brandrepublic.com/campaign.
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