GNC's 30-second Super Bowl LI ad slotted for the first quarter has "been rejected by the NFL" amid questions about "how the advertisement squares with the league's policy regarding banned substances," according to Brent Schrotenboer of USA TODAY. The content of the ad "isn't controversial." What "made it problematic is GNC is listed under 'prohibited companies' on a memo from the NFL and the players union -- a warning for NFL players not to endorse or have a business relationship with it because it has been 'associated with the production, manufacture or distribution of NFL banned substances." NFLPA Assistant Exec Dir of External Affairs George Atallah said that the union "wrote the NFL a letter voicing its concern about the ad and the conflict it posed." GNC said that it was "blindsided" by yesterday's rejection after "negotiating a deal with Fox last month." Schrotenboer notes the NFL "works with the network broadcasting the game and has advertising guidelines on what products and businesses are allowed to advertise during their broadcasts." GNC's ad "did not reference specific products and instead had a motivational theme about having the courage to change" (
USA TODAY, 1/31). AD AGE's Pollack & Skid note the rejection comes just four days after Fox cleared the spot "in writing." GNC Exec VP and Chief Marketing & E-Commerce Officer Jeff Hennion yesterday said, "We got the word at 1p.m. today. It was the first time they showed any concern" (
ADAGE.com, 1/30).
