Magazine article Marketing

Heat Is on ASA to Back TV Ban on Unilever Spread

Magazine article Marketing

Heat Is on ASA to Back TV Ban on Unilever Spread

Article excerpt

The Advertising Standards Authority (ASA) is expected to come under intense pressure this week to follow TV's lead and ban ads for Unilever's new spread I Can't Believe It's Not Butter.

Yellow fats subsidiary Van den Berghs has been forced to switch its entire 2m pounds launch budget out of TV following a decision by the Independent Television Commission (ITC) not to give approval for the campaign.

This week it avoided the ban by running ads in the tabloids and quality dailies which showed stills plus copy from the TV version, and an explanation of why it had not been given the go-ahead.

If those too face a ban, "we have a whole contingency plan organised", claims Van den Berghs marketing director Bill Young. He believes this will be the biggest non-television launch of any food product in the UK.

Trading standards officers from West Sussex -- where Van den Berghs' headquarters is based--and butter industry lobbyist the Butter Council are expected to complain to the ASA at the earliest possible opportunity. …

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