Ad with young high school children playing basketball considered advertising to their parents

A recent complaint to the Advertising Standards Board about a Nestle Milo ad on TV featuring young high school boys at basketball training has been dismissed. The complainant said that the ad was directed to children because of the themes of training and playing sport with friends. As well is was presented from a child’s perspective.

The advertiser said that the target for the ad was parents and caregivers of adolescents. The Board found that the ad would have appeal to children, teenagers and adults, and therefore was not directed primarily to children. This is a loophole in  the self-regulatory initiatives. Many children will find the ad appealing but it also appeals to a wider audience.

Advertising Standards Board Case number 0297/16
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