Cadbury’s Easter bunny campaign banned

THE Easter bunny cannot be used to market chocolate to children, the advertising watchdog has ruled after finding against Cadbury.

The chocolate company marketed a storybook on its website, which broke the rules over promoting food that is high in fat, salt or sugar to children under the age of 16.

Cadbury was banned from marketing “The Tale of the Great Easter Bunny”, written by pop singer Frankie Bridge, on its website, after the Advertising Standards Authority (ASA) decided it was aimed at under-16s.

The ASA’S rulings, released yesterday, are the first to result from a ban on campaigns for products high in fat, salt or sugar (HFSS) across all children’s media – including online and social – introduced in July last year.

Companies are not allowed to advertise these foods on any media where it is estimated that 25per cent or more of the audience will be under 16.

The book featured children hunting for Easter eggs coloured the same purple as the company’s packaging, as well as an activity pack that featuring an image of a rabbit holding a Cadburybranded purple egg.

Guy Parker, the ASA’S chief executive, said: “The ban on HFSS ads in children’s online media is working.”