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Kraft Chips Ahoy TV ad

13 July 2011

Summary

The OPC complained that the Kraft's Chips Ahoy TV ad breached the Responsible Children's Marketing Initiative (RCMI) because the advertisement was directed to children, was broadcast during programs/movies directed to children (Happy Feet, Power Ranges and Fantastic Four) and because Chips Ahoy do not represent a healthy dietary choice consistent with established scientific or Australian government standards.

The advertisement featured animated cookies driving a car and singing.

Outcome

REJECTED

The ASB decided that the Chips Ahoy ad did not breach the RCMI as the advertisement was directed to adults and was not broadcast in any programs where the audience was predominantly children or the program was directed primarily to children.