Not upheld

Sustain believed that the Super Mix Challenge was targeted at children and that it actively encouraged excessive consumption of unhealthy products.  The game involved controlling a bear in a car through some countryside, overcoming obstacles and collecting smooth, squidgy and soft Haribo sweets along the way.  The game was relatively simple and straightforward and therefore likely to appeal to young children.  However, because the 'consumption' of the sweets was presented in an abstract manner, we considered it unlikely that children playing the game would be encouraged to replicate the character's consumption as shown in the game. Furthermore the absence of leader boards or levels to the game presented little encouragement to play it again.  We therefore considered that the game neither condoned nor encouraged excessive consumption of the product or poor nutritional habits in children.

We investigated the ad under CAP Code (Edition 12) rules 15.4 (Food, food supplements and associated health and nutritional claims) and 15.11 (Food and soft drink product marketing communications and children) but did not find it in breach.