TV and poster ads starring brand frontman and BBC 'Match of the the Day' presenter Gary Lineker are already the subject of an investigation by the Advertising Standards Authority, following complaints from members of the public about claims made over salt and saturated fat content.
A decision on the campaign, created by Abbott Mead Vickers BBDO, is expected in the next few weeks.
Now Cash is making its own complaint to the advertising watchdog, highlighting a door-drop sample promotion, "Have a Bag on Us", which ran in March.
The move comes as the food industry faces intense scrutiny over its marketing to children. Ofcom this month revealed new proposals on the issue and a third reading of the Children's Food Bill is set for June.
Complainants to the ASA argue that Walkers gives misleading health messages in the campaign by suggesting that the level of salt in white bread is healthy and that a 5% saturated fat content in a bag of crisps is also healthy.
In poster ads, Lineker holds up a slice of white bread and a packet of ready salted Walkers Crisps, saying: "There's now as little salt in here as there is in here."
In TV commercials, he suggests most people would assume Walkers Crisps contain 95% of the daily recommended intake of saturated fat, yet in fact they contain 5%.
Lineker is no stranger to criticism for endorsing Walkers Crisps -- from The Health Select Committee and also The Parents Jury, which gave him its "greedy star" award for using his star status to promote fatty and salty food to children.
But Walkers defends its stance. "All our facts and figures were validated by an independent nutritionist prior to use and we therefore do not believe that our communications are misleading in any way," said a spokesman. The company claims its ads "simply put crisps into context by comparing them to other popular foods".
He first appeared in a Walkers ad in January 1995 and has now featured in 55 commercials with the "No More Mister Nice Guy" theme, in which the crisps are seen as so irresistible they could even turn Lineker into a "meany".
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