ASA Refuses To Bag Walkers Crisps Over Film Promotion

The ASA has refused to uphold complaints against Doritos crisps for on-pack promotion offering consumers free film rentals and cinema tickets.

The front of the pack stated “Blockbuster and Odeon free movies to be won”. Complainants objected that the claim was misleading because larger packs had a greater chance of containing a free movie gamecard than standard-size packs.

The advertisers insisted that a gamecard was included in one out of every four packs of Doritos during the eight week promotion and emphasised that the size of the pack had no bearing on whether or not it contained a free move ticket.

The ASA considered that the claim referred to all sizes of promotional packs and ruled that the claim was not misleading because the advertisers had used an electronic system to ensure that the required ratio was met. The complaints were dismissed.

However, the advertising watchdog has upheld complaints against a series of press ads for Accantia Health & Beauty’s Lil-lets brand. Complainants objected that the ad, which showed three illustrative pictures of a gel coated tampon, was offensive.

ASA: 020 7580 5555 www.asa.org.uk

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