Dairylea cheese ad showing child eating while upside down banned over choking risk

Advertising Standards Authority says advert attracted 14 complaints alleging unsafe behaviour

An advert featuring two girls hanging upside down while one eats a Dairylea cheese triangle has been banned following complaints that it could encourage unsafe behaviour.

The video-on-demand ad, seen on ITV Hub, All 4 and My 5 in August, shows the girls hanging upside down from the crossbar of a goal at a local park and chatting. One wonders where food goes if you are upside down, and when the other suggests her brain, she opens the cheese snack and eats it.