It’s with some comfort that the Ministry of Health is looking into a possible breach of the Advertising Standards (see Ministry on snack attack). Apparently the campaign 2008 RUGBY SUPERSTARS campaign with Bluebird chips breaches the act on advertising to children, and on food advertising.
It shouldn’t be seen as unusual that the NZRU allow their brand to be associated with chips – after all the All Blacks are strongly linked to Steinlager. But the fact that this promotion encourages children to eat a fattening and unhealthy product, with the byproduct of collecting rugby cards is misguided. Perhaps the Rugby Union is more strapped for cash than we are led to believe.
The link between Weetbix and the All Blacks is a healthier relationship – my six year old boys spent the day inside today (it was raining) playing with their weetbix cards, and working out (with the aid of a calculator) how old each of their collected players were, at the same time marvelling at the number of weetbix they ate at a breakfast sitting.
Criticism should also be directed at the parents. I’m assuming it’s their permission that is given to purchase these chips in the first place. I know how convincing [whining] kids can be when they want something, but parents, let me tell you something: You are the adult – you’re supposed to know best. Stop buying them this crap.
I will look forward to the RFU’s position being defended over the next few days and the outcome of the MOH’s complaint to the Advertising Standards Authority.