ASA Will Not Investigate Heinz Ad

The Advertising Standards Authority will not be investigating the Heinz Deli Mayo ad which saw two men briefly kissing.

The ASA had received a number of complaints about the ad, with some saying it was innapropriate for children or that it led to conversations about same-sex relationships between parents and children.

A report on MediaGuardian quotes an ASA spokesman as saying: “The ASA council considered that while some viewers may have personal objections to any portrayal of same sex kissing there was nothing in the content of the advertisement what would constitute a breach of the advertising code.”

The ad has an “ex-kids” restriction, which means that it cannot be shown in or around childrens programming.

Heinz UK received around “30 to 40” complaints about the ad and moved to take it off air on Friday June 20, less than a week after it launched on British TV, said the MediaGuardian report.

You can view the ad here.

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