Wednesday, 03 March 2021 10:01

Milk advert banned

Written by Milking It

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Remember that Meadow Fresh commercial where a little girl rides her bike to buy a gallon of milk from the local dairy?

Well, that advert has been banned from television for "condoning an illegal practice" by showing a girl riding her bike on the footpath.

A viewer, who first saw the commercial in September last year, lodged a complaint with the Advertising Standards Authority (ASA) out of concern that the footage would encourage children to illegally ride their bike on the footpath.

Under the Land Transport (Road User) Rules, cycling on a footpath is illegal unless it is for the purpose of delivering mail or newspapers, or if the bike has a wheel diameter under 355mm, which applies to toddlers' bikes and tricylcles.

Meadow Fresh says it stands by the advert but won't be running it on TV now.

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