The Advertising Standards Authority (ASA) has reprimanded the ECB and KP Snacks, the title sponsor of The Hundred, over a campaign which saw adverts for junk food "directed at children".
KP Snacks, who produce Skips, Hula Hoops, McCoy's and Butterkist, were announced as The Hundred's official team partner back in 2019 and their brands adorn the shirts of all eight men's and women's teams. At the time, then NHS boss Simon Stevens criticised the deal, stating that it was "disappointing" to "see the English cricket board doing a deal with junk food aimed at children".
Now, the ASA have partly upheld a complaint against both KP Snacks and the ECB over a campaign which included email promotion and paid-for adverts on social media. The ruling came after Sustain's Children's Food Campaign and Food Active complained to the watchdog about the adverts.
