UK consumer group Which? has criticised Nestlé over adverts linking a sporting goods giveaway with "unhealthy" sweets.

The company's 'Go Free' promotion, featuring UK double-gold winning Olympic decathlete Daley Thompson, allows empty cereal boxes and sweet wrappers to be swapped for vouchers that can then be traded for sports equipment.

However, according to a spokesperson for Which?, the television commercial focuses exclusively on Nestlé confectionery products - Milkybar, Smarties and Fruit Pastilles.

"It's great that Nestlé are encouraging and supporting sports," a spokesperson for Which? told just-food. "However, by only including sweets in the ad, the company is negating this and sending out the message that it is OK to eat unhealthily."

Nestlé has responded that, as the promotion lasts a full year, it does not encourage consumers to buy sweets on bulk.