Heinz Deli Mayo Is Too Saucy For TV

24th June, 2008

I heard a phone-in show on the radio whilst in the car today about the latest Heinz Deli Mayo TV ads. The basis for the show
The caller to the radio show felt that the ad was "unsuitable to be seen by children" and "that it raised the difficult problem of parents having to discuss the issue of same-sex relationships with their children".

Checking out the story I read that Nigel Dickie, Director of Corporate Affairs for Heinz UK, had said that the campaign for the new Heinz Deli Mayo range, which was due to run for five weeks, was meant to be humorous and that the company apologised to anyone who felt offended.

Whilst I understand Mr Dickie's corporate reaction, I find it hard to believe that in our modern, multi-cultural society, people still feel 'outraged' by public displays of same sex affection.The ad already had an ex-kids restriction, meaning it could not be shown in or around children's programmes but that was only because Heinz Deli Mayo comes under Ofcom's restrictions relating to products that are high in fat, salt or sugar and not because of the 'kiss'.

Perhaps I am a bit of a modern parent but all three of my kids (aged 6, 9 and 13) know about same sex relationships as I have never tried to shelter them from the real world. They may even grow up to have same-sex relationships themselves but guess what.........that's life!

Earlier this year the Advertising Standards Authority released a list of the most complained about ads of last year and the top of the list was the Government anti-smoking ad featuring a man with a fish hook through his mouth. The ASA also received complaints for Trident chewing gum's "mastication for the nation"

In March, the advertising watchdog refused to uphold a number of complaints about gay rights group Stonewall's billboard campaign tackling homophobic bullying. The billboard campaign featured the slogan "Some people are gay. Get over it!", received complaints that it was "inappropriate for display where it could be seen by children" and also that the ad was "particularly offensive to Christian and other groups".

Surely with so much wrong in the world we can find other things to moan about than an ad for mayo.

Jason Edge