Banned adverts of 2012
Controversial ads are in the news again after Special K is banned for ‘misleading’ consumers in its
campaign. But Special K isn’t the only company on the naughty step. We’re only half way through
the year and already, these ads have all courted controversy
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We're only half way through 2012 but these controversial adverts have already been
banned in the UK.
Special K is in hot water after misleading consumers in its recent TV ad campaign.
In the ad, viewers watch as a woman pours milk over her Special K cereal. The ad boasts
that a bowl of Special K contains just 114 calories – but failed to account for the calories in
the milk.
[Related article: Special K advert banned over milk]
A complaint was made to the Advertising Standards Agency (ASA) that the ad was
misleading as it didn’t include the calories in the milk. Manufacturer Kellogg’s argued not
everyone has their cereal with milk, with some preferring orange juice or natural yoghurt.
But the ASA reprimanded Kellogg’s, banning the ad and insisting Special K clarify whether
the calorie count includes milk in future ads.
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