11 May 2011
The OPC complained that an advertisement for Kraft Oreos biscuits, which featured a child and toddler drinking milk and dunking their Oreos cookies, breached the RCMI because it was directed primarily to children, and Oreos are not a healthy dietary choice. The advertisement was also broadcast during programs/movies directed primarily to children (Ice Age, Alvin and the Chipmunks and Bee Movie).
The ASB accepted that Oreos do not represent a healthy dietary choice and that the advertisement was broadcast during Bee Movie and Ice Age, movies clearly directed primarily to children. The ASB did not accept that the advertisement itself was directed primarily to children (rather that it was directed to adults and that Oreos appeal to all ages).