Advertisement

We need your help now

Support from readers like you keeps The Journal open.

You are visiting us because we have something you value. Independent, unbiased news that tells the truth. Advertising revenue goes some way to support our mission, but this year it has not been enough.

If you've seen value in our reporting, please contribute what you can, so we can continue to produce accurate and meaningful journalism. For everyone who needs it.

Racism

Cadbury's ad ruled 'not racist', despite apology to Naomi Campbell

Britain’s Advertising Standards Authority says an ad referring to Naomi Campbell as a ‘diva’ did not reference her race.

BRITAIN’S ADVERTISING WATCHDOG has dismissed a complaint by an anti-racism charity that an ad for a new Cadbury’s product, which referred to supermodel Naomi Campbell as a ‘diva’, was racist in content.

The ad, for the chocolate manufacturer’s new Dairy Milk Bliss bar, read: ‘Move over Naomi, there’s a new diva in town’ – a statement which Cadbury’s said was a nod at the model’s famously stroppy behaviour.

Campbell, however, was said to be “shocked” at the advert which she felt described her as chocolate – “not just for me, but for all black women and black people,” the Guardian reported at the time.

The furore over the advert caused it to be withdrawn – and saw Cadbury issue an apology to the model, saying it had not meant to offend “Naomi, her family or anybody else”.

That apology was accepted by the model, who said she regretted how long Cadbury had taken to issue it, and who warned that such offence could have been avoided if multinational companies like Cadbury had greater diversity in the boardroom.

This afternoon, however, a formal complaint about the ad from Operation Black Vote was dismissed by the Advertising Standards Authority.

In its written ruling, ASA said the advert was “likely to be understood to refer to Naomi Campbell’s reputation for ‘diva-style’ behaviour rather than her race,” it found.

The advert which caused the fuss depicted a chocolate bar lying in a bed of diamonds, and described it as “the world’s most pampered bar”.

Readers like you are keeping these stories free for everyone...
A mix of advertising and supporting contributions helps keep paywalls away from valuable information like this article. Over 5,000 readers like you have already stepped up and support us with a monthly payment or a once-off donation.

Your Voice
Readers Comments
17
    Submit a report
    Please help us understand how this comment violates our community guidelines.
    Thank you for the feedback
    Your feedback has been sent to our team for review.