An advert for the popular Dairylea cheese has been banned in the UK.
The short ad, which was last shown on catch-up services last year, featured a clip of two young girls hanging upside down from a goalpost.
One of the girls had a triangle of Dairylea cheese in her hands.
The advert, which aired in August, received 14 complaints from people who thought the clip encouraged unsafe behaviour.
One complainant said that their toddler had even copied the girls after seeing the advert.
The Advertising Standards Agency has now ruled that the advert “encouraged unsafe practises” after seeking expert advice on choking hazards.
In its ruling, the agency explained: “We considered that the ad condoned and encouraged younger children to eat whilst hanging upside down, which was an unsafe practice where there was potentially a high risk of choking.
“We also noted that one complainant had reported that their three-year-old relative, after seeing the ad, ate their food whilst hanging upside down.”
Mondelez, who own Dairylea, had argued that the advertisement would not have led to choking incidents, pointing towards research that suggested that a person’s ability to swallow is not impeded while hanging upside down.
They also said that the advert was not scheduled to be aired alongside shows aimed at children, which would mean only a few youngsters would have seen the clip.
However, the ASA has ruled the advert must not be broadcast again.
A Mondelez spokesman said: "We recognise and will abide by the ASA's decision but we are disappointed by the ruling. It was aimed at adults (parents) rather than young children and was deliberately scheduled away from programming likely to appeal to children under 16. As such, we believe it was unlikely to encourage 'copycat' behaviour by young children.
"We remain committed to responsible advertising and work with a range of partners to make sure our marketing meets and complies with all relevant UK regulations."
The ad is no longer in circulation, and Mondelez is now removing the clip should they choose to broadcast the full advertisement in the future.
Featured Image Credit: AlamyTopics: Food and Drink, TV And Film, Parenting
Kimberley Bond