Ravenfire
31-08-2005, 10:07 AM
A TV commercial for Shreddies beakfast cereal has been blasted by an industry watchdog.
The Advertising Standards Authority says the ad misled viewers by exaggerating the relevance of studies which claimed Shreddies boosted children's mental energy.
The advert shows a teacher in a classroom followed by children having breakfast at home.
A voiceover says: "These families have agreed to make Shreddies their school-day breakfasts.
"Studies show a breakfast like Shreddies helps give kids the mental energy they need to stay involved at school."
Cereal manufacturer Cereal Partners UK provided one piece of evidence to back up the claim.
This was a study involving just 29 children who ate four different breakfasts including Shreddies over four days.
Cereal Partners UK said the advert had been cleared by the Broadcast Advertising Clearance Centre before it was aired.
But the ASA said the commercial breached the advertising code and should not be shown again in its current form.
The Advertising Standards Authority says the ad misled viewers by exaggerating the relevance of studies which claimed Shreddies boosted children's mental energy.
The advert shows a teacher in a classroom followed by children having breakfast at home.
A voiceover says: "These families have agreed to make Shreddies their school-day breakfasts.
"Studies show a breakfast like Shreddies helps give kids the mental energy they need to stay involved at school."
Cereal manufacturer Cereal Partners UK provided one piece of evidence to back up the claim.
This was a study involving just 29 children who ate four different breakfasts including Shreddies over four days.
Cereal Partners UK said the advert had been cleared by the Broadcast Advertising Clearance Centre before it was aired.
But the ASA said the commercial breached the advertising code and should not be shown again in its current form.