An advert for Costa Coffee has fallen foul of the authorities after it appeared to discourage avocado consumption in favour of bacon rolls.
The radio ad, broadcast on 27 June, featured a voice over stating:'Oh, there's a great deal on ripen-at-home avocados. Sure, they'll be hard as rock for the first 18 days, three hours and 20 minutes, then they'll be ready to eat, for about 10 minutes, then they'll go off. For a better deal head to Costa Coffee and grab a delicious, piping hot bacon roll or egg muffin for just £2 when you buy any medio or massimo hot drink or flat white before 11am'.
Two people complained to the Advertising Standards Authority (ASA) that the advert discouraged the selection of fresh fruit. Costa rejected that claim, arguing its ad centred on the “frustration and unpredictability” of avocados, pointing out that consumers had shared comical anecdotes about how best to riped and consume them.
Costa also said it was not suggesting listeners make a choice between the two breakfast items, but that they had a promotional offer to match their breakfast needs.
However that argument fell on deaf ears as the ASA ruled in favour of the complainants, and that the ad must not be broadcast again in its current form. It also advised Costa that future ads should not condone or encourage poor nutritional habits or disparage good dietary practice.
In its ruling, it pointed to the Code of Broadcast Advertising, which states that comparisons between foods must not discourage the selection of options such as fresh fruit and fresh vegetables, which generally accepted dietary opinions recommended should form a greater part of the average diet.
While it accepted that there was a light-hearted tone to the advert, ASA nevertheless concluded the ad was indicating that avocados were a poor breakfast choice, and that a bacon roll or egg muffin would be a better alternative, and in doing so discouraged the selection of avocados.
