Morrisons disappointed over banned burger ad

Morrisons has expressed disappointment at the decision by the Advertising Standards Authority (ASA) to ban a recent advert in which a child eats a burger, claiming it “condoned poor nutritional habits”.

The ad showed a mother making a burger for her child, however the child then discards the salad, tomato and onion and is seen to grin as she prepares to eat. According to the ASA, the advert attracted 11 complaints with complainants alleging it encouraged an unhealthy lifestyle and disparaged good dietary practice.

Clearcast, who produced the advert on behalf of Morrisons defended the clip, saying that the way the girl removed the salad made it “perfectly feasible that she would return to it later”.

However, the ASA upheld the complaints stating it “considered viewers would interpret the ad to mean that the daughter was so eager to eat the burger on its own in the bun that she immediately removed the salad, choosing the option with less nutritional value”. It ruled that the advert must not be broadcast again in its current form.

A spokesman for Morrisons defended the promotion: “Trying to convince children to eat their fruit and vegetables is something that most parents will identify with. Our aim with the ad was to reflect this in a humorous and engaging way. We’re disappointed with the ASA’s adjudication.”

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