KEY POINTS:
A snack food promotion accused of encouraging children to eat the equivalent of more than a kilogram of fat has been stung by the Advertising Standards Authority.
The authority upheld a complaint by the Ministry of Health that Bluebird Foods' "Rugby Superstars" promotion encouraged excessive consumption of a treat food, and used famous rugby players to gain a high level of appeal to children.
The complaint said that to collect all 50 cards, people would have to buy at least 50, but probably more than 80, chip packets - with a combined fat content of more than 1kg.
The decision set a precedent in how foods high in fat, salt or sugar were advertised in New Zealand, ASA executive director Hilary Souter told the Herald yesterday.
"It's certainly a key decision. It's the creation of a precedent for all advertisers."
The authority had particular reservations about the number of cards offered in the promotion, and the use of children's heroes in promoting foods high in fat, salt or sugar.
Using such figures to advertise alcohol had been barred for a long time now, she said.
"And I think you're seeing a movement of that into the food industry as well."
In its reply to the ministry's complaint, Bluebird said the promotion was a "short-term competitive marketing strategy designed to encourage a person to select one brand of snackfood over another".
The authority accepted that, and noted the company had not advertised the promotion in television slots earmarked for children's viewing.
But the Ministry of Health official Margie Apa said the decision to complain was based on concerns about childhood obesity in New Zealand.
The association's decision to uphold the complaint would now be seen as a good guide for the snack food industry when planning future advertising campaigns, she said.
