OK to call lollies 'Eskimos'

The Advertising Standards Authority (ASA) says it is OK to call lollies "Eskimos", despite the term making one television viewer uncomfortable.

The ASA received a complaint from J Hemingway about an advertisement for the Pascall Party Mix Bag, which referred to "old favourites" including Eskimos.

The complainant was "uncomfortable" with the reference to Eskimos, saying "the official title as a culture is Innuit".

However, the ASA ruled that the context in which Eskimo was used meant the advertisement met social responsibility guidelines and it did not cross the threshold of causing widespread offence.

It is not the first time there has been complaint about the lollies. Last year an Inuit tourist from the Nunavut Territory in Canada told the Taranaki Daily News she was shocked to see the lollies on sale.

She said the word Eskimo was unacceptable and carried racist connotations.


Last updated 17:54 25/05/2010