An Easter campaign run by Cadbury and the National Trust for Scotland breached new rules on aiming junk food promotions at children

A charity’s Easter egg hunt campaign breached new junk food rules.

The Advertising Standards Authority (ASA) has upheld a complaint against an Easter campaign run by Cadbury and the National Trust for Scotland.

A website encouraging people to take part in an Easter egg hunt at the organisation’s properties included an activity pack and story book that were aimed at children.

Last year, the ASA brought online promotions for products high in sugar, fat or salt into line with broadcast media rules.

The Obesity Health Alliance challenged that the adverts breached the new rules as they were aimed specifically at children. Cadbury denied this and said the website was aimed at parents, with chocolate not shown in the artwork, and recipes and downloadable content aimed at families.

However the ASA ruled that the pack and storybook had been created as content for children, and that they must not appear again.

The authority’s report said: “We considered that while children might engage with the storybook and activity pack in the presence of, or under the supervision of, adults, both were specifically created as content for children under 16 years of age and would be given to children to use. We considered the storybook and activity pack were therefore directed at children through the selection of media.”

A spokesman for NTS said: “We have seen the ASA’s report and are pleased that it confirms that the National Trust for Scotland acted appropriately and has no case to answer. We do note the comments concerning the downloadable assets produced for Cadbury and are confident that they will take these on board in time for future promotions.”