Meadowfresh ad showing girl riding her bike on a footpath banned

Author
Newstalk ZB,
Publish Date
Thu, 18 Feb 2021, 7:10PM
(Photo / Getty)
(Photo / Getty)

Meadowfresh ad showing girl riding her bike on a footpath banned

Author
Newstalk ZB,
Publish Date
Thu, 18 Feb 2021, 7:10PM

An ad from MeadowFresh has been banned by the Advertising Standards Authority, because it depicts a girl riding her bike on the footpath.

The ad highlights a young girl going to the dairy on her own to pick up milk.

Hilary Souter, the Chief Executive at the Advertising Standards Authority, told Heather du Plessis-Allan there were 13 complaints - but the one that was upheld was about one version of the ad where the girl rides her bike on the footpath.

"The complainant said that's illegal and therefore shouldn't be in an ad like this." 

She says that their complaints processes sees the advertiser asked for a response and the board then measures the complaint against the code - and a starting point is not to show things that are illegal.

"The board felt they were between a rock and a hard place in this case. As the law stands at the moment, even though kids do ride on the footpath, they technically are not supposed to."

Souter says it was a hard ad to judge, but rejected the suggestion that the complaint came from someone with too much time on their hands.

Other complaints were around the girl going to the dairy on her own and stereotyping.  

LISTEN ABOVE