The TV advert, which promoted beef burgers sold by the supermarket chain, depicted a girl removing salad from a burger that her mother had handed her to eat. A voiceover stated: “Love quarter-pounders. Love them cheaper.” Shots of burgers then flicked up.
A clip of burgers being cooked was then shown, while on-screen text stated: “£2.49 pack of 4. Made by us with 100% British Beef.”
A total of 11 viewers complained to the Advertising Standards Authority (ASA), challenging whether the ad condoned or encouraged poor nutritional habits, an unhealthy lifestyle or disparaged a good dietary practice, especially in children.
Less nutritional value
The ASA banned the advert in its current form, claiming it clearly showed the daughter choosing a dietary option with less nutritional value.
“We noted the girl grabbed all the salad in her hand and dropped it on the side in a careless manner, before placing her hands around the bun, ready to eat and smiling, which we considered suggested she was not going to eat the salad later,” the ASA said, in a statement clarifying the ruling.
“We noted the BCAP [British Committee of Advertising Practice] code stated ads must not disparage good dietary practice.
“Because we considered the ad placed an emphasis on the burger being the preferable option to the salad, we concluded it condoned poor nutritional habits or an unhealthy lifestyle, especially in children, and that it disparaged good dietary practice.”