Uncle Tobys sent an email newsletter promoting Roll-Ups to children who had registered on the Roll-Ups ‘Frubalia' website. The newsletter and website told children to 'ask mum or dad' to buy Roll-Ups to enter competition to win prizes, including a Playstation, Sony camera and iPod.
The OPC complained to the ASB that the email and website breached clauses 3.5 (pester power) and 3.7 (premiums) of the AANA Food Code (because they told children to ask their parents to buy the product, and because they were dominated by a premium offer (entry to the competition and chance to win prizes).
REJECTED: The ASB decided that the email and website did not meet the definition of 'Advertising and marketing communications' in the Food Code (because they were not paid advertising). However, Nestle (the owner of Uncle Tobys) agreed that the email and website breached the Food Code, as well as its own 'corporate Consumer Communication principles', and shut down the website
See ASB decision here