Kellogg’s has removed advertisements for Pringles from Joe Wicks’ YouTube channel amid claims they are “irresponsibly marketing” unhealthy food to children.

In April, a “pre-roll” advertisement for Pringles, which is owned by Kellogg’s, appeared when children and adults tuned in to watch Wicks’ PE lesson video workouts, which he livestreams on his YouTube channel every weekday.

Kellogg’s originally placed its Pringles advertising on the fitness star’s YouTube channel in March, when it was targeted predominantly at adults. However, the channel has since become popular among children as they partake in Wicks’ PE lessons.

The government states that food and drink brands are not permitted to promote “less healthy” products on children’s TV or on other media channels when more than a quarter of the audience consists of young people under the age of 16.

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