ASA found that campaign from KP Snacks, which sponsors ECB’s Hundred competition, targeted ads at children
A controversial multimillion pound tie-up between English cricket and the maker of Hula Hoops and Butterkist to sponsor family-friendly tournament the Hundred has backfired, after the advertising watchdog banned a promotional campaign for targeting junk food at children.
The England and Wales Cricket Board (ECB) struck a deal with KP Snacks to be the official sponsor of each of the teams participating in the Hundred, a new tournament designed to encourage young people to take up the game, which was first played last year.
