It was one of the iconic advertising slogans of its era, but modern consumers will not be urged to "go to work on an egg" after an advertising watchdog ruled that the ads do not encourage healthy eating.
The British Egg Information Service (BEIS) had planned to re-broadcast the famous series of television advertisements, which feature Tony Hancock extolling the virtues of an egg-centred breakfast, to mark the 50th anniversary of the start of the campaign.
But the Broadcast Advertising Clearance Centre (BACC), which vets television advertisements before they are screened, said the campaign breached current Ofcom rules on promoting a varied diet.
Yet, last night, I saw TV ads for MacDonalds' new Mexican range of refried whatever and KFC's buckets of battered bits of dead birds, not to mention various sugar-coated cereals of dubious nutritional value. What is wrong with this country?
You can see the eggs ads here.
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