Cadbury’s campaign featured Ghanaian musician Tinny and aimed to promote the chocolate brand’s tie-up with the Fairtrade organisation for cocoa from the African nation for its Dairy Milk range.
The Advertising Standards Authority received 29 complaints that the TV campaign was demeaning to African people and perpetuated racial stereotypes. However, the ASA’s council has decided not to formally investigate the complaints.
“Although the council acknowledges that Cadbury had used stereotypes in their ads, they felt that the stereotypes were not harmful or offensive,” said the ASA.
Source: The Guardian
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