The BBC has been criticised for a promotional deal with cereal maker Kellogg’s even after the UK broadcaster had said it would only allow its children’s TV characters to be used in promotional ties with makers of healthy food products.
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A British medical expert labelled the BBC’s deal with Kellogg’s as irresponsible, due to the unhealthy levels of sugar and salt contained in the company’s cornflakes, reported The Telegraph.
The promotion involves tokens for free or discounted DVDs being carried on boxes of cornflakes. The six BBC programmes featured in the offer are Jonathan Creek, Match of the Day, The Office, David Attenborough’s Life On Earth, The Ultimate Delia and children’s TV show Little Robots.
“This is a very irresponsible campaign and we are disappointed with the BBC. It was only recently that they assured us they were going to be more responsible with regard to food and health issues,” Professor Graham Macgregor, head of cardiovascular medicine at St George’s hospital in London, was quoted by The Telegraph as saying.
“Cornflakes may be a brand leader for Kellogg’s but the fact is they have a very high salt content – unlike, say, Shredded Wheat, which does not have any. They contain 30% more salt than crisps,” he added.
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By GlobalDataDon Foster, the Liberal Democrat’s culture spokesman, added his criticism of the deal.
“The point here is that the BBC is effectively giving the thumbs-up not only to cornflakes but to a company, a number of whose products have sparked concerns,” he was quoted as saying.
