As an archaeologist, I find it really worrying that @CadburyUK are encouraging kids to dig protected landscapes without any consideration of archaeological work, preservation, research or even the legality of “treasure hunting” aka looting 🙃 #Cadbury #cadburytreasurehunt pic.twitter.com/eGDsUUVP8y

— Emily 🐢 (@emilyrjohnston) March 16, 2019

Cadbury have launched a 'Freddo Treasures' Easter Treasure Hunt campaign, where they’re encouraging kids to go out, “grab their metal detectors” and find some treasure for themselves. They’ve shared a series of sites in England and Ireland, some of which are protected landscapes, scheduled monuments, where it is believed artefacts, hoards etc, remain undiscovered. Citing that archaeologists have only found some of the expected haul of finds, they’re encouraging kids to go out to find the rest. The photos are accessed via a QR code on the packaging of their Egg boxes, which once scanned brings them to a webpage showcasing the “opportunities” for a “family adventure”. Dr Aisling Tierney stumbled upon this hidden campaign by complete accident, but has luckily shared this within the community to raise awareness.

• As I’ve already said, digging on protected land & scheduled monument sites is illegal activity. These treasure hunts are encouraging kids to trespass on land, without acknowledging the ownership of the land or the fact that many sites are protected. These activities are in fact illegal and can lead to fines.

• Using a metal detector without a licence is illegal. One of the sites which has been advertised in this campaign is in Ireland - Mooghaun Fort. As Dr Lorna-Jane Richardson states, metal detector activity without a license in Ireland can lead to fines of €126000 or 12 months imprisonment. 

• The campaign is encouraging kids to find their own “treasure”. There has been no mention of the Treasure Act of 1996 where it states that all funds must be reported within 14 days of finding. In Scotland, all finds are property of the Crown. Understandably, Finds Liaison Officers are furious. Each artefact is important, and can be significant in terms of dating a site and understanding its use.

• The whole campaign completely disregards the whole archaeological process. Digging randomly in a field to find “treasure” is unethical, unsustainable and very bad practice. Before beginning excavations, archaeologists must research the area and secure funding / have enough funding to sustain activity and conduct risk assessments. I mentioned before the word stratigraphy. Archaeologists study the layers of soil, in order to date a site - i.e this layer dates before / after that layer. By just digging without thought, lots of archaeological data can be lost. Furthermore, excavations are documented, so that no information is lost - it’s a very thorough process in order to record and retain as much information as possible. Where an artefact is found - it’s exact location in the area & within the stratigraphy - can hold so much information for archaeological research.

• It’s great that you’ve asked. There’s SO many local activities that you can be involved in. I’ll update this post with community digs, that you / your kids can join in and get a feel for the archaeological process and learn best practice techniques that will set you up for a career in archaeology.

• YAC - Young Archaeologist Clubs are a great way to introduce your kid to archaeology. When I was 7 I joined YAC and absolutely loved every meeting. Have a look here to find your local YAC.

• Keep an eye on National Trust, English Heritage, Historic Environment Scotland  for activities and events that have been created with kids in mind & are safe and fun ways to engage with archaeology.