Profile: Jeremy Gilley

The man marketing world peace

Morrisons ad banned for targeting children

A Morrisons TV ad which showed a child in one of its stores winning a “golden ticket” to stay at Disneyland Paris has been banned for targeting children.

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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. The ad showed a child “feverishly” opening a packet of the cards and discovering a gold card.

An accompanying voice-over said, “Find a gold card, and you could even win one of a thousand stays at Disneyland Paris”.

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

Morrisons claimed that the ad was targeted at adults and as it was aired during school-term children should not have viewed the ads.

The Advertising Standards Authority (ASA) says that as the ad appeared on several children’s TV channels it would have been viewed by children.

The ASA ruled that the ad breached the responsible advertising code, and must not be shown in its current form again.

Source: Morrisons

 

Readers' comments (7)

  • Yes, and I bet the 3 people that complained were from Tesco's, ASDA & Sainsburys

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  • I may be missing the point, but do these same people get upset when Disneyland Paris advertise their holidays for sale?
    Morrisons offer was for the chance to win a free holiday when some products were purchased.
    We may get to the point where all advertising is banned, as it may encourage customers to buy a product?.....

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  • What's wrong with these people? We are a tough nation, we can take it on!!!!

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  • It's just lazy parenting!! Learn the word "NO!"

    It's not that hard! no instead they don't want their children to be exposed to advertising, so when he/she reached 18 and is suddenly overloaded with marketing and advertising campaigns they go and get themselves in debt buying it all, all because they couldn't tell their child NO!

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  • I was one of the people who complained. I am not from Tesco, Asda or Sainsbury's and I do not work in the industry. The advertising industry has rules for a reason. The ASA exist for a reason. They investigate cases for a reason. They produce reports and come to conclusions for a reason. The advert clearly breached the responsible advertising code. It has nothing to do with parenting. It has nothing to do with people getting upset about advertising. It has nothing to do with being tough. It's the rules and the rules are there for a reason. The reason being that children should not be targeted by advertising; which this advert clearly did.

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  • I think it was targeting the children. My 5 year old son got really excited when we went shopping because he wanted to find a ticket, he did find one and the whole family was really excited to get the holiday something we never though we would have the money to do. But after booking it and having to pay £250 to upgrade our room because we are a family of five and we still need to find £600 for transport we have worked out that I would of been cheaper if we had just booked the holiday and payed for it we would of got a better deal. So we don't even no if we can aford to go my children are so upset

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  • with regards to Stephen Gibson's post... you said "The reason being that children should not be targeted by advertising; which this advert clearly did."...

    It was not saying "Hey kid, tell your dad to go shop at morrisons and you will get a golden ticket"...

    What is the difference beteen the morrisons adverts and other adverts on children's channels... for example a little girl holding a toy pony and smiling and having fun with it?


    Is this not advertising that is pointed towards children? Can't think of any adults that this would excite to be honest.

    IMO the ruling was unfair

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