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‘Allergy risk’ Dairylea ad is pulled due to backlash

Pied off: Parents said the ad, showing a woman hit in the face with food, is insensitive PICTURE: TWITTER

A ‘DANGEROUS’ advert daring people to throw food has been taken down over allergy fears.

Snack company Dairylea last week tweeted: ‘Splat one in a friend’s face! We Dareylea you,’ alongside images of a girl aiming a cream pie and a woman seemingly hit in the face with one.

But parents of children with allergies branded the posts — part of a wider ‘Dareylea’ campaign posing various challenges — ‘dangerous’, ‘disgraceful’ and ‘insensitive’.

Karen Massey, of Southend, Essex told the BBC her daughter Rosa, 11, could die if dairy was thrown at her.

‘Anxiety levels are high anyway without having to worry about cake being thrown in her face as part of a “harmless” dare,’ she said.

Another of the dozens of parents to have complained to Dairylea said her son’s allergy was so severe she cannot even kiss him.

Rina Cheema, whose son Karanbir, 13, died after cheese was thrown at him at his London school in 2017, said the images encouraged bullying.

She said: ‘I don’t think it should be done. Children don’t understand allergies because it is not taught.’

Dairylea owner Mondelez confirmed the advert had been removed and would no longer be shown. It added it did not intend to cause offence.

The ad echoed the banning of a 1992 Tango campaign showing a man being slapped around the face, after children were said to have suffered perforated eardrums from copying it.

■ PUTTING tiny doses of peanut under the tongue could protect people allergic to it. Sublingual immunotherapy (SLIT), sees the amounts of peanut raised slowly, desensitising the immune system. US experts who followed SLIT patients for five years found 67 per cent could handle 750mg of peanut, and a quarter 5,000mg. Just 100mg can cause reactions.