The National Eating Disorders Association has convinced Yoplait's parent company General Mills to pull a yogurt commercial that features a woman agonizing over whether to eat a slice of cheesecake.
The group says the spot promotes disordered thinking about food.
In the commercial, a woman opens her office refrigerator to see a giant raspberry cheesecake. She then has a conversation with herself about whether she should eat it and, if so, if she should eat celery sticks or exercise to cancel it out.
"What if I had just a small slice? I was good today, I deserve it!" she thinks to herself. "Or, I could have a medium slice and some celery sticks and they would cancel each other out, right? Or, OK, I could have one large slice and jog in place as I eat it. Or, OK, how about one large slice while jogging in place followed by eight celery…"
Then another woman comes to the fridge, saying, "Mmmm, raspberry cheesecake. I've been thinking about this all day." She then grabs a cheesecake-flavored Yoplait yogurt. The first woman tells her, "Wow, you've lost weight," and grabs her own Yoplait.
Speaking to the Huffington Post, National Eating Disorders Association president Lynn Grefe said of the ad, "To see this behavior in a commercial tells people with eating disorders, see, it's even on TV. It's OK and normal for my head to go through all these mental exercises."
General Mills' vice president of corporate communications told the Huffington Post that the company never thought their ad was encouraging disordered eating: "No one raised the point. We aren't sure that everyone saw the ad that way, but if anyone did, that was not our intent and is cause for concern. We thought it best to take it down."