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."
