A Twix advert became banned following proceedings about its content, sparking excessive debate about marketing and marketing ethics, political correctness, and the limits of emblem messaging.
What Was the Twix Advert That Got Banned?
The Advert in Question
In 2021, a Twix business titled “The New Nanny” aired as a part of a Halloween-themed marketing campaign. The advert featured a gothic-searching witch appearing as a young boy’s nanny. The storyline hinted at bullying the boy confronted for carrying a dress, with the witch using supernatural powers to shield him. While the advert aimed to sell inclusion and anti-bullying messages, it sparked a main backlash from a few audiences, mainly on social media and YouTube.
Why Was It Banned?
The advert became now no longer formally banned by means of conventional government just like the UK’s Advertising Standards Authority (ASA) or the United States Federal Trade Commission (FTC). However, it became pulled from the stream because of extensive public backlash and strain from activist groups. This made it what’s frequently known as a “smooth ban” — in which advertisements are eliminated because of reputational danger in preference to formal regulatory action.
What Makes an Advert Banned or Controversial?
Advertising Regulation 101
Advertising is regulated via means of country wide and global bodies to guard purchasers. The key gamers include:
Advertising Standards Authority (ASA) – UK
Federal Trade Commission (FTC) – USA
European Advertising Standards Alliance (EASA) – Europe
These our bodies examine proceedings primarily based totally on:
Misleading claims
Offensive content
Harmful stereotypes
Inappropriate targeting (e.g., children)
In the Twix case, despite the fact that no fake claims have been made, many critics argued that the advert politicized a kid’s sweet emblem, selling gender identification topics in a way they determined beside the point.
Breakdown of the Twix Advert Controversy
Arguments from Supporters
Positive Messaging: Advocates praised the advert for selling recognition and diversity.
Creative Storytelling: The Halloween subject and fable factors have been aligned with Twix’s branding.
Anti-Bullying Narrative: The advert tackled faculty bullying, a real-international trouble.
Arguments from Opponents
Over-political Messaging: Critics claimed the advert drove a schedule that has to now no longer be tied to kid’s products.
Inappropriate for Kids: Some felt the topics have been too mature or debatable for a sweet advert.
Potential Backlash: Others feared such ambitious stances might alienate conventional audiences.
The Impact of Advertising Bans on Brands
Financial Implications
According to a 2023 take a look at via way of means of Statista, 57% of purchasers declare they prevent buying from an emblem that stocks values they disagree with. A pulled advertcan:
Damage emblem equity
Lead to boycotts
Attract bad media attention
However, debatable advertisements also can enhance visibility, mainly in the event that they pass viral.
Case Study: Twix vs. Gillette
Gillette’s “The Best Men Can Be” advert in 2019 confronted comparable backlash. While income dropped temporarily, emblem don’t forget multiplied by way of means of 35% (source: Harvard Business Review). Twix’s marketing campaign observed a comparable path: criticized, then later applauded for its boldness via means of revolutionary media outlets.
Recent Trends in Advertising Ethics (As of 2025)
1. Values-Driven Advertising
Brands in 2025 are more and more aligning with social causes. From weather alternate to intellectual health, agencies are the usage of advertising to mirror their values.
2. AI Content Vetting
New AI-primarily based totally compliance gear like Google’s AdSafe and Meta’s AdClarity at the moment are used to pre-display campaigns for capability risks.
3. Shorter Campaign Lifespans
With the upward push of cancel tradition and fast paced virtual media, many manufacturers are choosing limited-time campaigns that may be changed or eliminated quickly.
4. Creator Responsibility
Influencers and innovative groups at the moment are held accountable. Transparency, disclaimers, and inclusive writing rooms have emerged as a standard.
The Role of Social Media in advertBans
Amplification
An unmarried tweet or viral clip can generate tens of thousands and thousands of views — each fine and bad. This means:
Faster escalation of proceedings
Global attain of controversies
Increased strain on manufacturers to behave swiftly
Misinformation Risks
Often, public response is pushed via means of misinterpretation or out-of-context clips. It’s vital for manufacturers to trouble clarify statements quickly.
What advertisements have the ASA banned?
The Advertising Standards Authority (ASA) in the UK often bans advertisements that breach the United Kingdom Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) or the United Kingdom Code of Broadcast Advertising (BCAP Code). These bans commonly manifest due to the fact the advertisements are misleading, offensive, irresponsible, or beside the point for sure audiences.
Notable Adverts Banned by way of means of the ASA
1. Volkswagen – Gender Stereotyping (2019)
Issue: A TV advert displaying guys doing thrilling outside sports and a lady sitting next to a toddler in a pram.
Why It Was Banned: It became the primary advert banned under new gender stereotyping regulations.
ASA Ruling: Reinforced dangerous gender roles.
2. Philadelphia Cream Cheese – Gender Stereotyping (2019)
Issue: Two fathers distracted by means of meals by chance left their toddlers on a conveyor belt.
Why It Was Banned: It counseled guys have been incompetent caregivers, reinforcing stereotypes.
ASA Ruling: Breached gender stereotype regulations added in 2019.
3. BrewDog – “Sober as a Motherfu” advert(2020)
Issue: Print and virtual marketing campaign with word equivalent to profanity.
Why It Was Banned: Offensive language implied swear words, although in part obscured.
ASA Ruling: Breached regulations on offensive language and decency.
4. Ryanair – COVID-19 ‘Jab & Go’ Campaign (2021)
Issue: Suggested that people should pass on excursion freely in the event that they were vaccinated.
Why It Was Banned: Misleading claims approximately tour protection and oversimplified complicated guidance.
ASA Ruling: Created fake wishes and did not mirror tour realities.
5. PrettyLittleThing – Sexualisation (2020)
Issue: A TV advert proposing girls in underwear in provocative poses.
Why It Was Banned: Overly sexualised imagery, mainly beside the point for younger audiences.
ASA Ruling: Objectified girls and became socially irresponsible.
6. Peachy Loans – Irresponsible Lending (2019)
Issue: Social media publish promoted loans with slogans like “no worries”.
Why It Was Banned: Irresponsibly trivialised borrowing cash and did now no longer warn of economic risks.
ASA Ruling: Breached economic marketing and marketing standards.
7. Starbucks – Misleading Environmental Claims (2023)
Issue: Claimed its cups were 100% recyclable.
Why It Was Banned: Misled customers; in practice, best recyclable under sure conditions.
ASA Ruling: Breached policies on greenwashing and deceptive environmental claims.
8. Tesco – Clubcard Price Comparisons (2024)
Issue: Price evaluation advertisements did not virtually provide an explanation for the usage of Clubcard pricing.
Why It Was Banned: Customers haven’t been misled into wondering they haven’t been seeing trendy prices.
ASA Ruling: Breached pricing transparency guidelines.
2025 Trends: What ASA Is Watching Closely
Greenwashing: False or exaggerated environmental claims.
Gender and racial stereotypes
Social media influencer disclosures
Cryptocurrency advertisements
AI-generated content material transparency
Final Thoughts
The Twix advert controversy serves as an effective instance of the way contemporary-day marketing walks a nice line among formidable expression and social sensitivity. As manufacturers increasingly take stances on societal issues, they should additionally be organized for public scrutiny and backlash. In 2025, hit campaigns are not simply clever — they may be responsible, inclusive, and strategically vetted.
FAQs
What did the Twix advert display that prompted the controversy?
It confirmed a younger boy wearing a get dressed and being defended with the aid of a witch-nanny. Critics claimed it changed into political and now no longer suitable for a kid’s sweet brand.
Do banned advertisements constantly damage a brand’s reputation?
Not constantly. While a few manufacturers suffer, others benefit from interest and reward for status with the aid of using their values, mainly from Gen Z and revolutionary consumers.
How can groups keep away from comparable controversies?
They ought to observe regulatory guidelines, behavior, target market research, take a look at content material with attention groups, and keep away from making milk of touchy issues.
To read more, click here
