BACC has recently been criticised for rejecting an advertising campaign dating back to the 1950s featuring Tony Hancock promoting the idea of going to work on an egg.

This advertisement contravened BCAP Rule 8.3.1 which states ‘Claims of nutritional or health benefits must be assessed by reference to the concept of a balanced diet.’

Whenever BACC approve food advertising we have to seek expert advice to be sure that it complies with accepted nutritional guidelines. In this case the advice was that the suggestion that you should have eggs every day was not nutritionally balanced.

There is nothing wrong with eggs, and eggs are certainly not "bad for you" but an unvarying routine of eggs every day is not seen today as nutritionally sound.   Nutritional ideas have changed a good deal since the days when these advertisements were originally aired.

If the advertiser were to approach BACC with further data to support the nutritional acceptability of two eggs a day, we'd be more than happy to seek further advice as it would be great to see the old Tony Hancock advertisements on air again.