ASA says as unlikely to be seen as racist or to cause widespread offence
24th June 2011: The bitter chocolate row is apparently heading for a meltdown.
Even though super model Naomi Campbell thinks the apology issued by Cadbury is too little, too late, Britain’s Advertising Standards Authority (ASA) has refused to initiate action against Kraft Foods’ chocolate making division.
It has come to the conclusion the advertisement was unlikely to be seen as racist or to cause serious or widespread offence.
The authority believes the advertisement is ‘not racist’. As per the New York Post, the authority said that it did not intervene in matters of ‘poor taste’.
The advert said: "Move over Naomi – there is a new diva in town."
Accusing the company of racism, she had expressed her displeasure at her name being used in the strap line to promote the new chocolate bar Bliss.
Only recently, Cadbury had issued the apology to Campbell, claiming it was “never our intention to cause any offense and the campaign itself is a light-hearted take on the social pretensions of Cadbury Dairy Milk Bliss."
The ASA in a written response, asserted the advertisement in all probability would be understood to refer to Campbell’s reputation for ”diva-style” behavior, instead of her race.
Hitting hard at the company for their belatedness, Naomi had earlier asserted the advertisement was in poor taste on a number of levels, not least in the way they likened me to their chocolate bar. It is also a shame that it took so long for Cadbury to offer this apology.
She has asked the company to avoid causing offense in the first place. This, she said, was best achieved by having greater diversity at board and senior management level.