ASA Bans Morrisons TV Ad for Targeting Children

The Advertising Standards Authority (ASA) has banned a Morrisons TV ad for targeting children. They ruled that the ad breached the responsible advertising code, and must not be shown in its current form again.

The ad, which aired in July, showed three children appearing to cheer up at the thought of visiting Morrisons to get a Walt Disney card that offered the chance to win a trip to Disneyland Paris. They were then seen "feverishly" opening a packet of the cards to see if they had won the "golden ticket".

Three viewers complained that the ad was irresponsible as it encouraged children to badger their parents to get the Walt Disney cards for the chance to win a Disneyland Paris holiday.

Morrisons have defended the marketing campaign by claiming that the ad was targeted at adults and have further said that as it was aired during school-term, children should not have viewed it.

The ASA however countered that since the ad appeared on several children's TV channels, it would naturally have been viewed by children.

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