Coffeeshop commercial banned in the U.K. because it disparages avocados

Illustration for article titled Coffeeshop commercial banned in the U.K. because it disparages avocados
Photo: barmalini (iStock)

Avocados are a sensitive bunch. Anyone who’s ever befriended an avocado knows they’re liable to get their egos uh, bruised, by the most benign of slights. That’s likely why the U.K.’s Advertising Standards Authority had to ban a recent radio commercial put out by coffee chain Costa. In its ruling, the ASA stated it was banning the ad because although it was lighthearted, “it nevertheless suggested avocados were a poor breakfast choice… and in doing so discouraged the selection of avocados.”


In the radio ad, a voiceover stated: “Oh, there’s a great deal on ripen-at-home avocados. Sure, they’ll be hard as rock for the first 18 days, three hours and 20 minutes, then they’ll be ready to eat, for about 10 minutes, then they’ll go off.” The ad then suggested customers instead choose Costa’s “delicious, piping hot bacon roll or egg muffin.”

Obviously, this is a relatively harmless joke about the small period of time in which avocados are ripe before they turn to olive-colored mush. But it was not so funny to two U.K. complainants, who brought the ad to the ASA’s attention and demanded the agency evaluate “whether the ad discouraged the selection of fresh fruit.”

This is hilarious; I have nothing further to say on the subject. Carry on, you crazy oversensitive British avocados.

Kate Bernot is a freelance writer and a certified beer judge. She was previously managing editor at The Takeout.


Avocados are time and resource intensive, difficult to grow and harvest, have a short shelf life, and taste like flavorless green mush. People just go ape over their health benefits, which can be found in other sources.