Dairylea cheese ad banned for showing girl eating upside down

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Fourteen people complained about the advert, including one viewer who said a toddler had copied it.

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An advert for Dairylea cheese has been banned for encouraging unsafe behaviour, after showing a child eating while hanging upside down.

Fourteen people complained, including one viewer who said a toddler in their family had copied the girls.The company pointed to research that it said suggested someone's ability to swallow was not affected by the position they ate in - and that being in a head-down position was recommended during a choking incident.

Mondelez also said the advert - which aired on ITV Hub, All 4 and My 5 - had been scheduled alongside programmes not directed at children, so a limited number of children would have seen it.But the Advertising Standards Authority - which regulates adverts in the UK - agreed with the viewers who complained.

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A toddler? Must have great gymnastic skills already.

A puff of wokery...

Is it possible to eat cheese, or owt else for that matter whilst bin the upside down position? Asking for a mate…

That is a skilled toddler, future Olympian they are.

Brilliant marketing: - create an ad that gets banned (don’t have to pay to push it out) - news agencies jump on the fact it got banned and push it out free 🤷🏻‍♂️

She might have been Australian

The world became a sad place when this got banned

Another Pound of my license fee spent

This on the back of banning midget gems. Lord.

I tried this as a child while drinking a boxed drink... Came out my nose. Lol

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