Until the final couple of seconds, Cadbury’s iconic 2007 advert ‘Gorilla’ – frequently voted the nation’s favourite ad of all time and considered a masterpiece within marketing circles – is fully HFSS regulation-compliant. The restrictions didn’t exist at the time it aired, though the legislative seeds had been sown, with Ofcom introducing restrictions on HFSS ads during programmes aimed at under-16s. They’ve evolved since into a blanket ban on advertising “identifiable” HFSS foods online and on TV before 9pm, which comes into full force in January.

Up to the moment a bar of Dairy Milk is shown at the very end of ‘Gorilla’, nothing in Cadbury’s ad is in breach of the rules – official guidance on which was finally published last week. The ad would surely be just as effective if the closing chocolate bar image had been swapped out for the Cadbury logo (perfectly permissible under the new rules).