Frosties cinema ad banned for 'eat right' health link

LONDON - A cinema ad for Kellogg's Frosties has been banned for using the claim 'eat right' in connection with an ad showing children playing football, after a complaint that it misleadingly implied that Frosties are healthy.

The spot, created by Leo Burnett, shows boys dribbling a football through the streets of Rio. The Frosties' mascot Tony the Tiger then appears, telling the boys: "Not bad ... but we can do better than that". He goes on to coach the boys while a voiceover says: "Train hard, eat right and earn your stripes".

Kellogg has defended the complaint by pointing out that it had put items in packets of Frosties that would help children practise keepy-uppies. It also said that the brand had a history of supporting sporting activities.

The company argued that Frosties are healthy, saying they are low in fat and high in simple and complex carbohydrates. It also said that they were more healthy than other breakfasts, and particularly that it was better that children eat Frosties than skip breakfast and opt for an unhealthy snack.

However, the Advertising Standards Authority ruled against Kellogg and said it must not use the claim "eat right" again in ads for Frosties, because Frosties have a high sugar content and the ad, showing children playing football, implied the product was healthy.

While the food industry escaped a ban on advertising during children's television earlier this year after a wide-ranging investigation into childhood obesity, there have been calls for the restriction of animated figures, such as Kellogg's Tony the Tiger and Snap, Crackle & Pop, to promote food.

As more and more children are becoming obese, pressure is being heaped on food manufacturers to make their products healthier and to market them responsibly. The food and advertising industries have argued against a ban on promoting their products, saying that the way forward is to promote active lifestyles.

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