'Go To Work On An Egg' advert banned for failing to promote balanced diet

But the classic advertising slogan 'Go to Work on an Egg' is far too dangerous for modern-day audiences, it seems.

Advertising watchdogs have banned the catchphrase, claiming it fails to promote a varied and balanced diet.

The egg industry wanted to rerun the 1960s television adverts, starring Tony Hancock, to mark the 50th anniversary of the iconic campaign's original use on billboards and newspapers in 1957.

But the Government watchdog has blocked it on the grounds that eating an egg for breakfast every day does not constitute a healthy diet.

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The egg industry wanted to rerun the 1960s television adverts, starring Tony Hancock, to mark the 50th anniversary of the iconic campaign's original use on billboards and newspapers in 1957.

But the Government watchdog has blocked it on the grounds that eating an egg for breakfast every day does not constitute a healthy diet.

Yesterday the decision was attacked by the egg industry, nutritionists and author Fay Weldon, who helped coin the famous slogan as a young advertising executive.

She said: "I think the ruling is absurd. We seem to have been tainted by all the health and safety laws. Eggs were enormously healthy compared to what people were eating in the 1950s and a great form of protein.

"If they are going to ban egg adverts, then I think they should ban all car adverts because cars really are dangerous - and bad for the environment."

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Amanda Cryer of the British Egg Information Service said: "We have been shocked by this ruling as eggs are a healthy, natural food which are recommended by nutritionists.

"Many other advertisers clearly promote their products to be eaten every day so we are very surprised that eggs have been singled out in this way.

"What's more, there are no restrictions on the number of eggs people can eat, which was recently confirmed by the Food Standards Agency, and between five and seven eggs a week would be totally acceptable for most people."

Before adverts can be screened on national television, they must be approved by the Broadcast Advertising Clearance Centre, which was set up by Ofcom - the broadcasting standards watchdog - to enforce statutory codes of practice.

After lengthy debate about the campaign, the BACC decided the adverts do not comply with the broadcast advertising code.

In a written reply, it said: "This concept of eating eggs every day for breakfast unfortunately goes against what is now the generally accepted advice of eating a varied diet. We therefore could not approve the ads for broadcast."

Nutritionist Cath Macdonald said: "Eggs are a great choice for all the family, providing plenty of vitamins and minerals including calcium for strong teeth and bones and vitamin A for growth and development. They are also relatively low in saturated fat."

In an attempt to reach a compromise, the BEIS offered to add a line to the adverts stating that eggs should be eaten as part of a varied diet.

But the BACC rejected this suggestion as being contradictory to the advert's overall message.

Kristoffer Hammer of the BACC said: "Dietary considerations have been at the centre of the new rules for advertising and in consideration of this we felt that these adverts did not suggest a varied diet."

The 'Go To Work On An Egg' campaign ran from 1957 until 1971, with the first TV advert broadcast in 1965.

It was the brainchild of the British Egg Marketing Board - the forerunner of the British Egg Information Service, which spent over £12million on the campaign.

The BEIS has set up a website where people can view the ad at www.gotoworkonanegg.co.uk