The advertising watchdog has banned a Costa advert for encouraging consumers to chow down on a bacon sandwich rather than avocados.
A radio ad told listeners there was "a great deal on ripen-at-home avocados", but added they'd only be ripe to eat "for about 10 minutes then they'll go off".
The voiceover then said shoppers should buy the "better deal" of a bacon roll or egg muffin.
After two consumers complained about the advert, which aired in June, the Advertising Standards Authority (ASA) agreed the ad broke rules on discouraging consumers to buy healthier fruit and vegetable options.
Costa argued the ad was supposed to be lighthearted and played on the "frustration and unpredictability of the avocado".
It said it was not suggesting viewers should eat bacon over avocados, but informing customers of the promotional offer.
In a statement, the ASA said:
We considered that, although the ad was light-hearted, it nevertheless suggested avocados were a poor breakfast choice, and that a bacon roll or egg muffin would be a better alternative, and in doing so discouraged the selection of avocados.
Costa has been contacted for additional comment.