Nestlé retract ‘The Smile Factory’ advert
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- Published: Monday, 03 October 2016 08:41
- Written by News Editor
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Food and drink manufacturer Nestlé has taken steps to withdraw its ‘The Smile Factory’ advertising campaign following an appeal from leading oral health organisation the British Society of Dental Hygiene and Therapy (BSDHT). President of the BSDHT, Michaela ONeill, believes this swift and decisive action should be a catalyst for other sweet manufacturers in reviewing their own advertising campaigns.
The BSDHT revealed earlier this summer the organisation had deep concerns about the Rowntree’s ‘The Smile Factory’ advertising campaign, labelling it hugely misleading and irresponsible for its portrayal of sugary sweets being linked to happiness and smiling.
In a letter received by the BSDHT, Nestlé has acknowledged their responsibility in advertising towards children and have reviewed the campaign accordingly. As a result, Nestlé has confirmed that they will not continue to use the strapline ‘The Smile Factory’ as part of their advertising with immediate effect.
President of the BSDHT, Michaela ONeill, believes this swift and decisive action should be a catalyst for other sweet manufacturers in reviewing their own advertising campaigns: “This is a positive action from Nestlé of which we are highly appreciative; they have listened to our concerns and recognised that real care is needed when advertising sugary foods, especially to children. It is only with the support and actions of the food and drink industry that we can make an impact on the shocking state of children’s oral health in the UK.”
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