As archaeologists, it was our duty to take on Cadbury over ads encouraging kids to dig up ‘treasure’ – and we won

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Doonagore Castle, which Cadbury incorrectly identified as Mooghaun Fort in its ad campaign.

Aisling Tierney, University of Bristol and Mark Horton, University of Bristol

The latest online campaign by chocolate giant Cadbury encouraged children to go “treasure hunting” over Easter. Kids were encouraged to “uncover underwater shipwrecks in Devon” or “dig up Viking silver on the River Ribble”. After discovering the website, archaeologists (ourselves included) launched a call to action, pointing out that such activities might well be breaking the law. Continue reading