Archaeologists have hit out at the Cadbury treasure hunt promotion (Cadbury)

A campaign to get Britain treasure hunting has been slammed as “intensely stupid” by archaeologists who fear people will be breaking the law.

The campaign, advertised by chocolate makers Cadbury, urges people to “grab a metal detector” and go looking for treasure near historical sites and monuments.

They say: “There’s plenty of real treasure out there still to be discovered. So what are you waiting for?

Treasure seekers are urged to use metal detectors to find their own haul of goodies (Cadbury)

“Explore the UK’s top treasure hotspots and see the riches already discovered on display at national sites.”

However, experts say it is a criminal offence to dig up areas close to archaeological sites and treasure hunters could be prosecuted if caught in the act.

Dr Aisling Tierney, an archaeologist at Bristol University, told the BBC: “Archaeologists are trying to get word round ASAP that any digging within a set distance of an archaeological monument is a criminal offence, and people are prosecuted, even if they didn’t know it was illegal.

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“The campaign makes it seem all treasure hunting is ok and what you find is up for grabs.”

The Cadbury campaign suggests it is “probably worth a quick check” at Mooghaun Fort, in the Republic of Ireland, where gold ingots were discovered.

But Dr Tierney hit out at this advice, adding: “To suggest ‘a quick check’ is intensely stupid and deeply illegal.”

Archaeology rage face:

What are Cadbury playing at? Innocent looking Freddo “treasure chest” treats have QR code that links to this bullcrap@CadburyUK @BAJRjobs @InstituteArch #archaeologyhttps://t.co/n4GqtQJ6e9 pic.twitter.com/gDIo7vCW8N — Dr Aisling Tierney (@IrishAshyT) March 16, 2019

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

She said that the Republic of Ireland had strict rules surrounding the use of metal detectors.

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Other experts chimed in to express their thoughts on the campaign, including the National Trust Archaeology department, who said the advice was “utterly appalling”:

Why is @CadburyUK‘s new #FreddoTreasures ad campaign promoting the looting of British and Irish archaeological sites? https://t.co/hod56vosEb pic.twitter.com/tagJCujqYp — Dan Hicks (@profdanhicks) March 16, 2019

Such a campaign could lead people to breaking the law by:

a) Damaging a scheduled monument

b) Trespass

c) Theft or crimimal damage to a landowners’ property

d) Metal detecting with no license (in some cases)

e) Not reporting finds of treasure within 14 days (Treasure Act 1996) — Dan Hicks (@profdanhicks) March 16, 2019

Hey, @CadburyUK, archaeology =/= treasure hunting! This campaign is wholly irresponsible and promotes the illegal destruction and looting of our shared heritage. I suggest you stick to making shite chocolate eggs and pull this campaign. https://t.co/CiZi7d70b4 — Jamie Barnes (@archaeodinosaur) March 16, 2019

Have been in touch with our head of archaeology and National comms team this morning to make them aware of this. Utterly appalling. — National Trust Archaeology (@NatTrustArch) March 16, 2019

Cadbury said it did not condone the breaking of existing rules and was “in the process” of updating its website to make it clear.

A spokesman added: “It was not our intention to encourage anyone to break existing rules regarding the discovery of new archaeological artefacts and we are grateful this matter has been brought to our attention.”