Tic Tacs, Television
COMPLAINT NUMBER 17/374
COMPLAINANT J. Erceg ADVERTISER Ferrero ADVERTISEMENT Tic Tacs, Television DATE OF MEETING 26 October 2017
Advertisement: The television advertisement for Ferrero's Tic Tacs portrays several scenarios where Tic Tics are being shared, including a box of the sweets shaken as a rattle in front of a baby.
The Chair ruled the complaint was Settled.
Complainant, J.Erceg, said: Advertisement was for Tic Tacs Time: 3;40pm, Thursday 5th October 2017 TV1 The advert show different uses for Tic Tac sweets, and one shows a toddler, less than 2 years old, and the advert says, As a rattle. Anyone using Tic Tacs as a rattle risks harming their baby, through choking. This advert needs changing before someone is stupid enough to give a baby Tic Tacs to play with! I believe this advert breeches child safety rules.
The Advertiser - Ferrero said: ..."The complaint in question results from an unintended consequence of a scene aimed at highlighting Tic Tac's unique rattling sound. When we became aware of the complaints raised on this we have taken steps to remedy the situation. The complaint 17/374 relates to media bookings for the 30 second TVC that were confirmed on Sep 21 for the weeks commencing Sep 24 and Oct 1.
We received similar complaints in Australia via the Advertising Standards Board. We acted by moving to the 15 second version which does not include the complained scene in question. Only the 15 second TVC subsequently ran in New Zealand for the weeks commencing October 8 and October 15. This communication is not planned to be on air again until March-April 2018. We have committed to edit and amend this scene in the 30 second version prior to its being used again...."
The relevant provisions were Code of Ethics - Basic Principle 4, Rule 12.
The Chair noted the Complainant's concern that the use of a Tic Tac container as a rattle could be a choking hazard.
The Chair acknowledged the response received from the Advertiser confirming the advertisement would be amended before it aired again.
Given the Advertiser's co-operative engagement with the process and the self-regulatory action taken in committing to edit out the image of concern before running the advertisement again, the Chair said that it would serve no further purpose to place the matter before the Complaints Board. The Chair ruled that the matter was settled.
Chai r' s Ruling: Complaint Settled