Of the 1,014 people polled in this week's OMD Snapshots poll, conducted exclusively for Marketing, 73% thought the Heinz-funded show was acceptable. Only 13% believed that the show was unacceptable.
Dinner Doctors was aired as a series of short programmes in June, featuring Anneka Rice showing viewers how to prepare quick meals using everyday ingredients, including baked beans, tinned macaroni and tomato ketchup.
The ITC initially believed that Heinz had infringed its TV Sponsorship Code, but subsequently cleared the food giant of any wrongdoing.
However, it did warn that Heinz had come very close to breaching its rules and warned advertisers against pushing the boundaries of advertiser-funded programming any further.
Advertisers have hailed it as a landmark ruling that will encourage more advertiser-funded programming.
DINNER DOCTORS
Do you think that it is acceptable that a company such as Heinz should
be allowed to fund a programme about cooking?
Yes 73%
No 13%
Don't know 14%
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