Watchdog finds Wrigley not racist

23 August, 2007

Complaints that a TV campaign for Wrigley's Orbit chewing gum is racist have been thrown out by the Advertising Standards Authority.

Two viewers complained to the watchdog, claiming that the ads showed people of ethnic minorities behaving "foolishly while being observed by white people".

Wrigley said it "abhorred racism and discrimination" and would never make an ad that would humiliate anybody. It added that its intention was to create ads representative of a modern multicultural society.

The ASA's report said: "We considered that the humour in the ads was not derived from, or at the expense of, the ethnicity or cultural backgrounds of the participants and the ads were unlikely to be seen as humiliating, stigmatising or undermining the standing of people from ethnic minority groups."

Earlier this year, rival company Cadbury Schweppes came under fire after its ads for Trident chewing gum were branded racist by almost 100 TV viewers, sparking an investigation by advertising watchdogs.

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