Morrisons ad banned after pester power complaints

Be the first to comment

Morrisons has been slammed by the advertising watchdog for encouraging children to ask their parents to visit the supermarket in order to win tickets to Disneyland Paris.

The television campaign, created by DLKW Lowe, featured unhappy children cheering up at the prospect of visiting Morrisons, but drew complaints from three viewers who believed it was specifically targeted at children.

The creative showed a child's face being illuminated when opening a pack of Walt Disney cards, which was accompanied by a voiceover stating: "Find a gold card and you could even win one of a thousand stays at Disneyland Paris".

Morrisons defended itself by claiming the July ad campaign was not irresponsibly targeting children, because it appeared between programmes intended for adults.

However, the Advertising Standards Authority (ASA) noted the ad appeared on several children's television channels.

In addition, the watchdog ruled the creative undeniably encouraged children to get their parents to take them to Morrisons, because the final scene featured a child waking an adult early in the morning to go to the supermarket chain.

Morrisons has been informed it can no longer run the campaign because it breached ASA regulations concerning responsible advertising and children. 

Follow Matthew Chapman on Twitter @mattchapmanuk


Only £57 for 3 months

Includes every print & iPad edition, plus full access to Campaign online and other Brand Republic sites.


Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Happy 12th birthday, Facebook - what's next for the world's most powerful tween?

1 Happy 12th birthday, Facebook - what's next for the world's most powerful tween?

The social network celebrates its latest birthday this week, and there is no sign that its dominance will dwindle any time soon, writes Daniel Price, head of social operations at Lost Boys.

Just published