Kraft Heinz is facing legal battle for its ads violating guidelines
A U.S health police filed a lawsuit against food and beverage major Kraft Heinz Co for downgrading healthy foods including broccoli, salmon, and tofu in its advertisements from recent years.
On Wednesday, The Center for Science in the Public Interest (CSPI) mentioned the complaints they filed to the Children’s Advertising Review Unit (CARU) of the BBB National Programs, a self-regulatory advertising industry agency, alleging the ads violated provisions.
CARU’s guidelines state that advertising of food products should “encourage responsible use of the product with a view toward healthy development of the child”. It also says that such advertisements should not “discourage or disparage healthy lifestyle choices or the consumption of fruits or vegetables.”
The ads were specifically aimed at parents, not kids, and it has no plans to air either ad beyond 2021 said, Kraft Heinz. In a letter accompanying the complaint, the health watchdog said a Kraft Macaroni & Cheese ad from 2019 that shows a child running away from a forkful of vegetables, yelling “no”, and then being pacified by a macaroni and cheese bowl, with the ad ending with the tagline “for the win-win”.