Ferrero Australia’s interactive game criticised by ASB for promoting junk food to children
Ferrero Australia has been reprimanded for “promoting junk food” to children in its ‘Magic Island’ interactive out-of-home advertisement.
The complaint stated Ferrero’s ‘Magic Island’ interactive game used colourful images and music to promote its Kinder Surprise product which a child could easily “press the button and play the game”.
‘Magic Island’ uses text which appears on the screen stating “by touching play you are confirming you are 14 years or over”, however the complaint stated the font size of the statement is “small compared to those of the instructions and colourful images”.
The interactive game asks users to touch the eggs which appear on the screen to collect points and reveal a toy.
Ferrero defended its out-of-home advertisement arguing ‘Magic Island’ was targeted to parents of children and an audience of grocery buyers, “not children themselves”.
The advertiser claimed 95% of participants who engaged with the ad were over the age of 14.
The Ad Standards Board noted all the toys on the screen are of appeal to small children and the theme also appeals to those under the age of 14.
“The large panel is brightly coloured and has images of kinder surprise eggs for the player to hit. The images include a rainbow and a pony (my little pony) and simple graphics as well as the words that appear on screen being brightly coloured,” the ad watchdog said.
The board found the ad in breach of the Responsible Children’s Marketing Initiative of the Australian Food and Grocery Council, upholding the complaint.
Ferrero was “disappointed with the ruling” but has discontinued the advertisement.
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An activation by a confectionery brand tried to sell its product? Blasphemy.
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