How ? KP Snacks cricket campaign blocked for breaking ad code


The Hundred is a cricket tournament aimed at children and families, but KP Snacks’ sponsorship has sparked discontent.

A paid Instagram post and email sent by the England and Wales Cricket Board (ECB) announcing its partnership with McCoy’s has been found to breach the Committee for Advertising Practices (CAP) code for promoting ‘unhealthy’ food at minor public.

The decision follows complaints received by the ASA from the Children’s Food Campaign and Food Active, noting that not enough care has been taken to ensure the campaign is not seen by children. children.

Malicious email

The ECB email announced McCoy’s election as an official team partner of the Manchester Originals and bore both the ECB and McCoy logos. He also invited fans “to claim a free bat and ball in celebration of The Hundred”.

The ECB has admitted the mailing list “mistakenly” included young people, having been sent to more than 29,000 ticket buyers, 326 of whom were under the age of 16.

“We are sorry that due to an internal error, an email promoting a giveaway of free cricket bats and balls has been sent to a number of under 16s as well as adults for which it was intended, he said in a statement.

“While the email contained the logo of one of our partners’ brands, applicants were not required or encouraged to purchase any products to apply for batting and ball and the purpose of the contest was to encourage more people to be active. We are putting additional systems in place to prevent this from happening again.

Shotgun Approach

The ASA also found that insufficient precautions were taken to ensure that a post on Butterkist’s Instagram page was not shown to an audience under the age of 16.

He added that the designers of the post did not use any interest-based factors, which could have excluded groups more likely to contain underage members.

Like McCoy’s email, the KP Snacks popcorn brand encouraged consumers to enter to “win tickets to watch a sweet cricket match with Birmingham Phoenix in Birmingham this summer.”

Five other Instagram posts were deemed appropriate.

“We have told England and Wales Cricket Board Ltd and KP Snacks Ltd to take reasonable steps in the future to ensure that HFSS [foods high in fat, salt and sugar] the product ads were not directed to children due to media selection or the context in which they appeared”,says the ASA.

Recognize your role

KP Snacks said it was satisfied with the ASA’s decision.

“We recognize that as a responsible food manufacturer, we have an important role to play in helping people make informed choices and enjoy our products responsibly,” he said.

“Our partnership with The Hundred allows us to bring the game to new audiences and the Everybody campaign is all about getting more people to get active.

“We welcome the ASA’s decision and will work closely with the ECB to take the recommendations into account.”


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