Kentucky Fried Chicken advert update

This is an update on my previous blog entitled Adverts (Feb 07)...

I emailed the Advertising Standards Agency last week to register my astonishment and disappointment that such a blatant endorsement of a disposable lifestyle was allowed in 2007.

This morning I received a letter from them. I'm very impressed at the speed with which they replied. Here is what they wrote:

'Thank you for your recent online complaint regarding the above advertisers [KFC]. I am sorry to hear that this has caused you concern.

I note that you object to the new KFC commercial because it does not encourage viewers to recycle the material supplied with their meal. While I appreciate your concerns regarding this matter, this commercial does not appear to have breached our Codes on the basis you suggest. While we do regulate the content of commercials, we do not regulate the creative content to this extent and do not feel that a brief shot of a child disposing of some rubbish is likely to influence consumer's [sic] methods of waste disposal. The emphasis in this instance appears to be on the fact that no washing up is required, therefore creating less work for the family, rather than an attempt to promote irresponsible behaviour.

Whilst I appreciate you maybe [sic] disappointed with our decision, please be assured that we have considered your complaint thoroughly.

Although we do not propose further action, I would like to thank you for taking the time to contact us with your concerns.'

Next stop - an email to KFC...

Watch this space!