Cadbury ad cleared.

CADBURY have been cleared of racism and "perpetuating colonial stereotypes" after almost 30 people complained about its Dairy Milk television advert.

The Advertising Standards Authority received 29 complaints claiming that the campaign was demeaning to African people and used racial stereotypes.

Ghanaian musician Tinny was featured as the focal point of the advert as the Bournville-based company aimed to promote their tie-up with the Fairtrade organisation for cocoa.

Cadbury were cleared of any charges as the ASA refused to formally investigate the matter.

A spokesman for the authority said: "Although the council acknowledges that Cadbury had used stereotypes in their ads, they felt that the stereotypes were not harmful or offensive."

The regulating body added that most adverts use some form of stereotype device to get a message across.

Cadbury has steadfastly maintained that the company went to "considerable lengths" to ensure that the ad campaign was culturally sensitive and developed as a "joyous and uplifting portrayal of Ghanaian culture and something which Ghanaians can feel proud of".

A spokesman for Cadbury said: "We are pleased by the verdict because we went to considerable lengths to ensure this was an authentic Ghanaian production with a Ghanaian cast and crew of more than 400."

In 2007 the ASA banned an ad for Cadbury's Trident chewing gum, which featured a black "dub poet", after more than 500 complaints that it was racist.