BREAKFAST CEREAL giant Kellogg's has been branded 'foolishly irresponsible' by the Construction Industry Training Board over a recent television advertisement for its 'Frosties' product.
The ad shows Frosties icon Tony the Tiger helping a group of children outwit 'baddies' by roller-blading through a construction site. The 'baddies' are eventually buried in concrete.
The CITB has called for the Independent Television Commission to pull the ad, as it says it is likely to send a message to children that construction sites are good places to play, rather than dangerous worksites.
Jerry Lloyd of the CITB said: 'Kids will always be tempted to go onto building sites as they see them as exciting places.' He underlined the importance of persuading them otherwise.
Health & Safety Executive figures show that over the past five years six children have died and 505 been seriously injured playing on sites.
A video called 'Game over' has now been produced which highlights to children the risks of playing on construction sites.
Kellogg's replied by saying that it welcomed the 'Game over' video and recognised that it was important to educate children on potential dangers on construction sites, but defended its advert.
'(Our) advertising features animated slapstick capers which are clearly not intended to depict real life, ' said a spokesman, adding that the British Advertising Clearance Centre gave approval in October 1999.