Britain's archaeologists unite against Cadbury chocolate

It's not every day that chocolate stirs up controversy, but Cadbury — a major British chocolate company — felt the wrath of the United Kingdom's archaeologists and museum curators over the weekend after launching a misguided advertising campaign.

The marketing push, which has been temporarily taken down, was meant to promote Cadbury's Freddo Treasures chocolates by encouraging customers to go out and hunt for real treasure around the U.K. in the region's "top treasure hotspots," reports The New York Times.

The ads included text such as "grab your metal detector and go hunting for Roman riches" or "dig up Viking silver on the River Ribble," saying "the treasure's fair game."

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The only problem is that digging in those protected spots would literally be looting. And the protectors of Britain's historic sites and artifacts let the corporation know it. Tim O'Donnell