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Costa Coffee advert banned for criticising avocado breakfasts | Costa Coffee advert banned for criticising avocado breakfasts |
(about 9 hours later) | |
An advert for Costa Coffee has been banned for urging customers to buy a bacon roll rather than avocados. | An advert for Costa Coffee has been banned for urging customers to buy a bacon roll rather than avocados. |
The radio ad featured a voiceover which said there was "a great deal on ripen-at-home avocados" but they will only "be ready to eat for about 10 minutes, then they'll go off". | |
The advert told people to choose the "better deal" of a roll or egg muffin. | |
Two listeners complained that the ad, which aired in June, discouraged people from opting for fresh fruit. | Two listeners complained that the ad, which aired in June, discouraged people from opting for fresh fruit. |
The advertising watchdog agreed with the complaints and upheld them. | The advertising watchdog agreed with the complaints and upheld them. |
Costa said its ad played on the "frustration and unpredictability of the avocado". | |
The chain claimed it was not suggesting that listeners must choose between the two breakfast options, but that it was instead telling people about its promotional offer. | |
The organisation which clears ads for broadcast, Radiocentre, said consumers would see the ad as a "light-hearted remark" about the experience of buying non-ripe avocados. | |
But in its ruling, the Advertising Standards Authority said consumers would interpret the ad as a comparison between the experience of eating an avocado and a bacon roll or egg muffin. | But in its ruling, the Advertising Standards Authority said consumers would interpret the ad as a comparison between the experience of eating an avocado and a bacon roll or egg muffin. |
"We considered that, although the ad was light-hearted, it nevertheless suggested avocados were a poor breakfast choice, and that a bacon roll or egg muffin would be a better alternative, and in doing so discouraged the selection of avocados," the ASA said. | "We considered that, although the ad was light-hearted, it nevertheless suggested avocados were a poor breakfast choice, and that a bacon roll or egg muffin would be a better alternative, and in doing so discouraged the selection of avocados," the ASA said. |
All radio and television adverts must comply with the UK Code of Broadcast Advertising (BCAP) which states that comparisons between foods must not discourage fruit and vegetables. | All radio and television adverts must comply with the UK Code of Broadcast Advertising (BCAP) which states that comparisons between foods must not discourage fruit and vegetables. |
The advert must not be broadcast again, and Costa has been told to make sure its future ads do not "condone or encourage poor nutritional habits". |
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