Bakers Delight ad promoting bread rolls topped with M&Ms as kids’ lunch slated by ad watchdog
An ad from Bakers Delight promoting bread rolls sprinkled with M&Ms as a lunchbox choice for schoolkids has been banned by the advertising watchdog for promoting unhealthy options for children.
A Bakers Delight billboard ad featured three product images including a white roll with bacon and cheese, a cheese and Vegemite scroll and four white finger buns with M&Ms sprinkled on top. The accompanying copy read “School lunches? Problem solved”
Another ad used at local franchises of the bakery suggested parents used the M&Ms snack to “make their day”.
Keep digging bakers delight!
Terrible justification.
Parents are the primary dietary decision maker for kids, targeting them is just as bad.
What a terrible lunch box for the youth of Australia.
Cheesy bread rolls and m&m bun, barf.
“This is only contributing to the childhood diabetes and obesity epidemic”
The phrase ‘Childhood diabetes’ is associated with Type 1, although Type 2 is increasing in younger people due to poor diets, the phrase ‘childhood diabetes’ makes it seem like you are referring to Type 1, which is never, and has never been, associated with diet or lifestyle, it is 100% an autoimmune condition.
Type 1 kids don’t need vaguely worded statements like this adding to the stigma that they face every day with people implying or outright telling them that they are to blame for their condition, which they most certainly are not.
Am I the only one that find this ruling a bit ridiculous?
Yes.
You are the only one.
Yes.
No…ummm…yes.
Yes. It is completely justified.
Um, no you are not. Apparently as a consumer I am considered too stupid to work out that these are not healthy all by myself. Good grief.
Whilst you might be able to make rational, intelligent decisions, many, (perhaps half?) of the Australian populace are truly unable to do so. Marketing is propaganda and if an advert says ‘eat me’, people will. Remember that we have to put stickers on bleach bottles, which read: ‘do not drink’…
They ARE NOT bread rolls.
Thanks for making it known that they have cheese & vegemite scrolls on offer at the moment, guess my adult dinner is sorted tonight.
Surely a bakery is allowed to promote the fact they sell baked goods?
This is ridiculous.
While childhood obesity is a real and serious issue, it does seem like only a small hop to making alcohol, confectionary or softdrinks advertising illegal because it can lead to… “undermining the promotion of healthy balanced diets”
Re soft drinks.
Doesn’t alcohol have to have RSA related messaging?
Yes, of course they should be allowed to advertise it.
And yes, of course, anyone in their right mind should think twice before purchasing at Baker’s Delight after them having shown such poor judgement with the creation of such a product.
Yes as part of a balanced diet they’re fine… oh but you can only buy them in a pack of FOUR.
Political correctness gone mad. Parents are ultimately responsible for what children eat or not eat, nor is an occasional chocolate laden piece of bread going to be contribute to childhood obesity. （Parents spending the time to give kids an active lifestyle on the other hand…) Do the complainers not have a childhood that now they would want to force it on everyone else?
This is not a case of political correctness. This is the case of possibly saving a life. Sugar is as addictive as cocaine. We need to ban the stuff not promote it.