The Week: Advertising News - Asda seeks milk rethink

Asda is to ask Ofcom to rethink the interpretation of the rules on junk-food advertising after discovering that it cannot run its whole milk ads, featuring the comedian Paul Whitehouse, during children's programmes.

Full-fat milk falls foul of the regulations because it has a 4 per cent fat content. Rick Bendel, the Asda marketing director, said: "We're genuinely baffled as to why products loaded with artificial colours, sweeteners and other additives can cruise on to children's TV with no problems, but something that's wholly natural, and only 4 per cent fat, can be demonised in this way." To sign Campaign's Action for Ads online petition go to