ASA upholds complaint against joint Cadbury and National Trust Scotland campaign 

04 Jul 2018 News

The Advertising Standards Authority has upheld a complaint against content produced as part of an Easter campaign run by Cadbury and National Trust Scotland. 

A website encouraging people to take part in an Easter egg hunt at the charity’s properties included an activity pack and story book aimed at children. 

The Obesity Health Alliance challenged that the adverts, which were for products high in fat, salt or sugar, were being aimed at children. 

Cadbury told the ASA the website was aimed at parents and designed as an activity for the whole family. 

“The book did not feature any unwrapped chocolate either in the artwork or the story and the chocolate was shown in moderation for sharing amongst the family,” the ASA report said. 

It added that Cadbury said the recipes and other downloadable content were also aimed at parents. 

The ASA upheld the complaint in relation to the storybook and the activity pack, but not the website. 

“We considered that while children might engage with the storybook and activity pack in the presence of, or under the supervision of, adults, both were specifically created as content for children under 16 years of age and would be given to children to use. We considered the storybook and activity pack were therefore directed at children through the selection of media,” it said. 

The ASA said that the storybook and activity pack must not appear again. The downloadable content did not feature the National Trust for Scotland’s name or branding. 

In a statement the charity said: “We have seen the ASA’s report and are pleased that it confirms that the National Trust for Scotland acted appropriately and has no case to answer.
“We do note the comments concerning the downloadable assets produced for Cadbury and are confident that they will take these on board in time for future promotions.” 


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