ECB And KP Snacks Warned Over Junk Food Ads Targeting Under-16s

April 13, 2022: 12:00 AM EST

The UK's advertising regulator, the Advertising Standards Authority, has banned two adverts for The Hundred cricket tournament following public complaints they promote unhealthy eating to under-16s. The ASA sent a warning to the England and Wales Cricket Board and sponsor KP Snacks; both companies assured the ASA it would not happen again. The first ad was an email sent by the ECB to people on its database who had bought an under-16 ticket or indicated they had children in their household. The email offered free bats and balls and featured a bright, colorful cartoon image of cricket players accompanied by logos for The Hundred and KP Snacks brand McCoy's crisps. The second ad was a paid-for post on KP Snack’s Butterkist UK's Instagram account, which featured a picture of its Crunchy Toffee Popcorn alongside a cricket bat and ball. Sustain’s Children’s Food Campaign and Food Active were behind the public push to ban these ads. These complaints are part of their larger mission to bring new food and drink advertising restrictions and to eradicate HFSS food sponsorship of sports.

Josie Clarke, "ECB and KP Snacks warned over junk food ads targeting young cricket fans", The Independent (United Kingdom), April 13, 2022, © The Independent

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ECB And KP Snacks Warned Over Junk Food Ads Targeting Under-16s

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