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Mondelez had already been banned by the UK ad regulator over YouTube videos that did not make clear they were paid, so it could not run creator work the same way again.
The problem is documented by somebody with nothing to gain from the agency winning the work.
How we know
The UK ad regulator banned Mondelez's Oreo lick-race videos in November 2014, made with YouTubers Dan Howell, Phil Lester, TomSka, Emma Blackery and PF Liguori. The ASA said the ads were in the same editorial style as the channels' own content, so the commercial intent was not obvious before people started watching.
| Who says so | The ASA ruling itself, reported by Campaign and FoodNavigator. It is public record and independent of everybody on this row. Read it |
|---|---|
| A second source | No independent second source found for this specific YouTube vlogger campaign. Other search results cover unrelated Cadbury campaigns, the Gorilla ad and the Milk Tray Man relaunch. |
| What the agency was asked to do | "Popular YouTube creators are being recruited to produce additional content for a wider nationwide push featuring all of the Cadbury Dairy Milk variants for the first time since 2007" (The Drum) |
| How the agency was picked | Competitive pitch |
| How that happened | Competitive pitch/RFP - GolinHarris (Golin) won the Cadbury UK consumer PR account in a competitive pitch against other agencies from Mondelez's UK PR roster (Cake, Hill + Knowlton Strategies, JCPR Edelman, Pretty Green). |
| How long it took | PRWeek reported the win as effective from 2013, with Golin becoming the first single agency to run Cadbury's 'always on' UK consumer PR account across Dairy Milk, Wispa, Crispello and Roses. The batch's stated year (2015) does not match what search results surfaced (2013 win, later 2021 account review that moved business to Ogilvy and Tin Man) - flagging this discrepancy rather than asserting either date with confidence. |
| Recorded as | Cadbury Dairy Milk (Mondelez International) |
Every other case where there were rules about what they could say →
← Every caseEvery case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.