When well regarded actor Kerry Armstrong appeared in newspapers promoting Coca-Cola, the complaints began almost immediately. But today Armstrong found out that the ad was in the clear because she promotes good dental hygiene after drinking coke.
The Sydney Morning Herald reported this morning the Advertising Standards Bureau had dismissed a handful of complaints about the ad, which took a McDonald’s mythbuster approach in an attempt to prove that Coke does not make you fat nor contain cocaine.
The ad was criticised by doctors and public health officials as irresponsible for promoting a sugar-laden drink at a time when obesity levels nationally are rising.
In the ad Armstrong says she can separate myth from fact and her "family can continue to enjoy one of our favourite drinks".
The judgement noted there were concerns among board members that the ad gave the impression that part of being a good mother was giving children Coke to drink.
However, because Armstrong – a mother of teenage boys – was not promoting "excessive consumption" of the drink, the ad's use of the actress as a "good mother" figure could remain.
The board says it did not breach guidelines because the ad "stressed the importance of good dental hygiene".
In its submission Coca-Cola says that it or any drink with caffeine should not be given to children. Coke's definition of a child is under 12.
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