An advert from discounter retailer Aldi has been banned from television. The ban comes after a viewer complained that it appeals to children.

The Advertising Standards Authority (ASA) stated that a viewer had originally raised the issue because 'it was likely to have strong appeal to people under 18 years of age'.

2017's Christmas advert (above) featured a computer-generated image of a carrot (aka Kevin), who stated that he could see dead parsnips. It turns out that he could see 'spirits', but it was actually bottles of spirits. He is then frightened by a character dressed-up as a ghost. The advert shows various spirit bottles.

The ASA's decided 'the advert must not appear again in its current form' and added the carrot had a voice similar to that of a young child and appeared to be childlike. They noted Kevin was sold as a soft toy during the Christmas period, and was popular among young children.

Aldi claimed Kevin was intended to be humorous, and was not specifically targeting under-18s. They added it had not aired adjacent to programmes which would appeal to children and it referenced films which were several decades old.

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Steven Broadbent
Site Manager at Telly Binge
Founder of Telly Binge, who loves to write about anything television! In my spare time I listen to radio, watch films, play football and build websites. From Doncaster, now living in Barnsley.

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