11 April 2014
This 2013 ad for Unilever Paddle Pop "Trop-o-Saurus slime" products showed two young children running through a jungle finding and eating a Paddle Pop Trop-o-Saurus "slime" icy pole in a dinosaur egg. It was aired during Totally Wild and other programs with large child audiences.
The OPC argued the ad breached the self-regulatory code by promoting a product to children that was not a healthier dietary choice. The products contain approximately 20g of added sugar per serve and few valuable nutrients.
The Board rejected the argument, finding that Paddle Pops do represent a healthier dietary choice, therefore it was permissible to advertise the product to children.
See the ASB's decision.