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Bonus spots dunk Oreo’s in hot water with ASB

In yet another case of an advertiser landing in hot water for marketing to children, the Advertising Standards Bureau has upheld complaints made against a commercial for Oreo’s that was broadcast around youth-focused content.

The ads were bonus spots eroneously given to the advertiser by Nine and Ten.

The spot, in which a younger brother is frustrated by his inability to dunk a cookie in a milk cup with a lid on it, aired around Ice Age on Ten at 18.36, Alvin and the Chipmunks on Nine at 20.40 and 21.20, Bee Movie on Nine at 20.13, 21.18 and 21.05, and The Incredible Hulk on Nine at 22:05.

The ASB accepted a response from Kraft Foods that the broadcast of the ad during movies directed primarily at children was in error, and noted the steps that Kraft has taken to ensure that no similar error is made. However, the ASB determined that the ad breached the Responsible Children’s Marketing Initiative.

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