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Eggs TV advert ban

21st June 2007

Advertising watchdogs have blocked the screening of a 1950s TV commercial which encouraged people to go to work on an egg.

EggOnTheEdge1

The British Egg Information Service hoped to rerun the advert, featuring the late comedian Tony Hancock, to celebrate its 50th birthday.

But the Broadcast Advertising Clearance Centre (BACC) opposed the decision saying the slogan “go to work on an egg? went against the principle of eating a varied diet.

The Egg Information Service said it was shocked by the ruling, adding that eggs are “a healthy, natural food which are recommended by nutritionists.?

Spokesperson Amanda Cryer said: “What’s more, there are no restrictions on the number of eggs people can eat, which was recently confirmed by the Food Standards Agency, and between five and seven eggs a week would be totally acceptable for most people.

“In addition, many other advertisers clearly promote their products to be eaten every day such as breakfast cereals so we are very surprised that eggs have been singled out in this way.?

Author Fay Weldon, who headed the team behind the slogan, described the decision as absurd.

The BACC has defended its decision.

Spokesman Kristoffer Hammer said: “Dietary considerations have been at the centre of the new rules for advertising and in consideration of this we felt that these adverts did not suggest a varied diet.

“The concept of eating eggs every day for breakfast goes against what is now the generally accepted advice of a varied diet and we therefore could not approve the ads for broadcast.?

 

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