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An advertisement that includes two women hanging the other way up at the same time as eating Dairylea cheese triangles has been banned by way of watchdogs.

Viewers complained that the ad, broadcast on ITV Hub, All FOUR and My 5 in August last 12 months, encouraged hazardous behaviour. It showed the girls hanging upside down from a soccer purpose before one unwraps the foil and eats the snack.

more than a dozen other people wrote to the Promoting Requirements Authority (ASA) expressing their concerns.

One complainant mentioned that a three-year-antique family member had attempted to imitate the ladies by way of consuming whilst striking the wrong way up after seeing the advert.

In defence of the clip, Mondelez UNITED KINGDOM, which owns Dairylea, referred to that the video integrated supervising parents in the history.

It mentioned that “although the children have been placing the wrong way up, they were nearly touching the ground and subsequently were at a safe distance in order not to fall and hurt themselves”.

Mondelez also cited a look at to toughen its view that a person’s skill to swallow isn’t suffering from the placement they eat in, together with being the other way up. the company mentioned that as Dairylea was once a soft meals there was a very low chance of choking the other way up.

The ASA mentioned it took advice from the kid Twist Of Fate Prevention Consider, which advised the situation depicted in the “Set them loose with Dairylea” ad represented a state of affairs the place there was potentially a prime possibility of choking.

The ASA record stated: “We due to this fact regarded as that consuming even as the other way up was once an unsafe observe and one that could be unhealthy for children to emulate. We due to this fact concluded that a scheduling restrict used to be now not sufficient to cut back the danger of damage and that the advert breached the code.”

The ASA dominated that the ad mustn’t ever seem again, including: “We told Mondelez UK to make sure their advertising did not condone or encourage dangerous practices.” 

Mondelez stated that it might not run the advert and remove references to consuming upside down if they did use it in the long term.

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