Dairylea Cheese Advert Banned Over Safety Concerns

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Dairylea Cheese Advert Banned Over Safety ConcernsASA/Alamy

Dairylea has been forced to pull an advert for its cheese triangles over safety concerns following complaints from viewers. 

The ad received complaints from fourteen viewers, who say it condoned or encouraged unsafe behaviour that could be dangerous for children to emulate.


The controversial advert aired on ITV Hub, All 4 and My 5 back in August and shows two girls hanging upside down from the crossbar of a goal at a local park.

Dairylea (Alamy)Alamy

As they chat to each other, one of the girls questions where food goes if you are upside down, and when the other suggests her brain, she opens the Dairylea triangle and eats it, according to The Guardian.

As a result of the complaints, the Advertising Standards Authority (ASA) asked for guidance from the Child Accident Prevention Trust, who agreed the scene represented a situation where there was a potentially high risk of choking.


Further to that, one complainant reported their three-year-old relative had tried to eat their food hanging upside down, having seen the advert.

The ASA said:

We therefore considered that eating whilst upside down was an unsafe practice and one which could be dangerous for children to emulate.

We therefore concluded that a scheduling restriction was not sufficient to reduce the risk of harm and that the ad breached the code.

Dairylea advert (ASA)ASA

It’s also banned the ad from appearing again, commenting: ‘We told Mondelez UK to ensure their advertising did not condone or encourage unsafe practices.’

Mondelez UK – who owns Dairylea – said it was ‘disappointed’ by the ruling, insisting that the ad’s purpose was to show parents allowing their children more freedom. As the company pointed out, the video included two parents in the background watching on.

In its own statement, a spokesperson for the company said: ‘We recognise and will abide by the ASA’s decision but we are disappointed by the ruling.


‘We carefully consulted with [pre-approval agency] Clearcast to pre-approve the content of this video on demand advert prior to airing’, they added.

The company reinforced the ad was ‘aimed at adults (parents) rather than young children’ and ‘was deliberately scheduled away from programming likely to appeal to children under 16’, therefore unlikely to cause so-called copycat behaviour.

‘We remain committed to responsible advertising and work with a range of partners to make sure our marketing meets and complies with all relevant UK regulations’, they concluded.

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Topics: Food, Advert, banned


The Guardian
  1. The Guardian

    Dairylea cheese ad showing child eating while upside down banned over choking risk

Simon Catling
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