Ad Authority Bans UK Spot Of Girl Eating Cheese Upside Down For ‘Choking Risk’
A cheese commercial by UK dairy brand Dairylea is causing some intolerance for presenting a “high risk of choking.” Britain’s advertising watchdog Advertising Standards Authority (ASA) has banned it, asserting that the behavior portrayed in the advertisement may influence children to follow suit.
After the clip aired on video-on-demand services in August 2021, 14 people filed a complaint against the campaign, which showed two girls hanging from a goalpost and pondering over where food would go if it was eaten upside down. One of the girls was munching on a Dairylea cheese triangle.
* An advert that shows two girls hanging upside down while eating Dairylea cheese triangles has been banned after people complained it could encourage dangerous behaviour. pic.twitter.com/o55jZOlf3Q
— TSC International News (@news_tsc) January 19, 2022
Among the critics was one person who claimed to have a three-year-old in the family who had emulated the girls’ actions.
Dairylea’s parent company, Mondelez, responded that the spot was directed at adults, elaborating that the video was broadcasted alongside programming for older viewers. It further cited research suggesting that the direction in which food was swallowed didn’t matter and that a head-down position might actually prevent choking incidents.
Mondelez also argued that the likelihood of the girls falling—and choking as a result—was low, as they were dangling close to the ground. It stressed that adults were also depicted to be supervising the girls.
The ASA, however, sided with audiences this time. It noted that goalposts were accessible enough for children to replicate this position while snacking, which would present “an unsafe practice where there was potentially a high risk of choking.”
The regulator also said it had consulted experts to weigh in on the risks and concluded that the video could set a worrying example.
The advertisement must never appear in its original form again, and Mondelez has agreed to cut the scene should it decide to reuse the commercial.
In a statement published by the BBC, a Mondelez spokesperson said the company is “disappointed by the ruling” but will respect the decision.
“We remain committed to responsible advertising and work with a range of partners to make sure our marketing meets and complies with all relevant UK regulations,” said the representative.
