The spot, created by Leo Burnett for Heinz, was running as part of a sponsorship campaign on ITV's 'Emmerdale'. It shows a guinea pig eating a lettuce leaf then drinking from a bottle of ketchup instead of a water bottle with the strapline: "You can't eat without it".
The 17 complaints to Ofcom were concerned that it was irresponsbile. The RSCPA had already criticised the campaign over fears that it could encourage children to replace essential guinea pig food with ketchup.
However, Ofcom ruled today that it was not in breach of regulations, supporting the agency's humorous intentions.
"The credit was clearly meant to be humorous. It was shown around 'Emmerdale', a drama that attracts a predominately adult audience and holds little appeal for the very young."
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