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Last Updated: Wednesday, 26 July 2006, 05:48 GMT 06:48 UK
Pot Noodle mining ad 'not racist'
Crumlin miners in the Pot Noodle advert
Ex-miners now working at a Pot Noodle factory appeared in the ad
An advert showing strands of Pot Noodle being removed from a "noodle mine" by miners in Wales is not racist, an industry watchdog has ruled.

The Advertising Standards Authority received 81 complaints about the advert from the public accusing it of racism.

However, on Wednesday the ASA rejected claims the advert was offensive following an investigation.

The makers of the Pot Noodle snack, Unilever, had earlier described the advert as "tongue-in-cheek".

The ad used 10 former miners who now work at the Pot Noodle factory in Crumlin, near Newbridge, south Wales.

It was filmed in a disused pit and showed them removing noodles from a "noodle mine" to be used in Pot Noodle products.

Pot Noodle
The ads have attracted controversy in the past

The advert ended with a voice saying: "Fuel for Britain, isn't it?"

The commercial was launched as part of an attempt to re-brand the product as a healthy snack, with makers saying fat and salt content had been reduced and vegetable content in some flavours raised.

In its judgement, the ASA said: "We acknowledged that the ad offended some viewers.

"However, we did not consider the depiction of Welsh miners in the ad was derogatory to the Welsh."

The product's advertisements have attracted the attention of the ASA in the past. A tagline on one, "Have you got the Pot Noodle horn?" attracted 572 complaints but was cleared of being inappropriate.

However an earlier campaign for the product was banned by the ASA.

Controversial ads top 10
26 Apr 06 |  Magazine

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