Unilever is the latest company to cop criticism for including health messages in advertisments for products that are high in sugar.
It was forced to pull its latest Paddle Pop ad after it was found to be promoting “unhealthy” foods to children.
Also this week, Nestle was slammed by Choice for selling fitness trackers alongside 450g tins of Milo and “talking about energy instead of sugar”.
Unilever's ad features two children who find a Paddle Pop Twirly Pop in a treasure chest. When the child opens the chest and eats the Paddle Pop, he transforms into a lion who defeats another animated character.
The tagline reads: "True heroes balance energy intake and activity. Enjoy Paddle Pop as a treat within a balanced diet".
The spot has been upheld by the advertising watchdog Advertising Standards Bureau for "appealing to children" and communicating directly to young people.
Unilever acknowledged the TV commercial was intended primarily for children, but disagreed it was in breach of The Code.
The Obesity Policy Coalition (OPC) said the product is not a healthier choice as it is categorised as a "red food" under the NSW Healthy School Canteen Strategy.
“Unfortunately, junk food and confectionery companies are certainly getting more sophisticated in the way they target children. They’re moving into digital spaces such as online advertising and apps to build more direct relationships with children,” OPC executive manager Jane Martin said.
Unilever responded to the ruling from the ASB saying it is committed to responsible marketing and advertising.
“As part of our ongoing commitment to the RCMI and the review process under the ASB, we accept the decision of the independent arbiter and will ensure that appropriate steps are taken to comply with the decision,” the company said in a response.
“The TVC will not be rebroadcast and we're in the process of removing it from YouTube. We will also update the product’s classification in line with this decision.”
