The UK’s Advertising Standards Authority has ruled that a recent television advert for Nutella was misleading to parents.
The ad, which targets parents trying to find a balanced breakfast for their children, described Nutella as being part of a balanced breakfast and claimed each jar “contains 52 hazelnuts, the equivalent of a glass of skimmed milk and some cocoa.”
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However, the ad drew the ire of consumer watchdog Which?, who said the execution failed to mention Nutella is high in sugar and fat.
The ASA has now ruled the advert cannot continue in its current form, although it has been broadcast in the five months since Which? made its initial complaint.
“We think it is highly irresponsible of Nutella to imply that their spread is healthier than it actually is, especially as the ad clearly encourages parents to give it to their children for breakfast,” said Which? food and health campaigner, Miranda Watson.
“You would have to eat a whole jar just to get the claimed ‘equivalent of a glass of skimmed milk’. That would also mean consuming over 100g of sugar, even for the smallest jar of Nutella.”
