That annoying Heinz baked beans ad has been banned

GETTY    
     CANCELLED The campaign was called'Learn the #CanSong

GETTY CANCELLED The campaign was called'Learn the #CanSong

But the ASA disagreed in a ruling published today, saying the ad "condoned and encouraged behaviour that prejudiced health or safety".

The ASA said the ad was likely to condone or encourage behaviour that could be unsafe for children to emulate, they concluded it breached BCAP Code rule 5.2 (children).

Following its assessment, the ASA said the advert must not be broadcast again in its current form.

The ASA responded to three complaints filed by viewers of the Kraft Heinz TV spot who expressed concerns that it promoted an unsafe practice, while a further six complaints contested that learning to perform the can song could be a risky activity for children to emulate.

It said the cans were shown being flipped and twirled while being tapped and there was a risk of 'a hand or fingers being inserted into an open tin (with the associated risk of cuts)'.

Heinz said that hands or fingers were never placed inside the can, and that consumers had created their own videos, uploading them to social media which was evidence that "copying the ad was not prejudicial to their health or safety".

The ASA said: 'For the reasons given and because the ad did not include information on how to ensure consumer safety when recreating the song, we concluded that the ad condoned and encouraged behaviour that prejudiced health or safety'.

Meanwhile, a Heinz spokesman stated: "We believe this popular ad did not pose any safety risk and many fans were inspired to create their own video versions", according to the Evening Standard.

"Can Song" could still run on Heinz's social media sites, where Heinz can provide a safety message advising consumer to tape up tins before they get started.

Health and Safety Executive chairman Martin Temple said: "While the Health and Safety Executive (HSE) would not wish to publicly contradict this ruling, it does look like the term 'health and safety" has been used incorrectly here.

"We all need love, that simple love, and we are whole again", sing children, teenagers and adults as they drum out a rythm on empty tin cans.

'If a child is playing with a jagged edge on a tin container there is a risk of injury, but we would hope parents manage that risk'.

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