27 February 2008
The Advertising Standards Authority (ASA) has upheld Which?’s complaint 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, describes Nutella as being part of a balanced breakfast and claims that each jar “contains 52 hazelnuts, the equivalent of a glass of skimmed milk and some cocoa.” What it fails to mention is that the spread is high in sugar and fat.
The ASA has now ruled that the advert cannot continue in its current form, although it has been broadcast in the 5 months since Which? made its initial complaint.
Which? food and health campaigner, Miranda Watson, says:
“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. 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.
“We are pleased that the ASA has finally agreed that this ad is misleading but this won't help the parents who have been exposed to the ad for months. Food companies must be more responsible with the way they market their products, especially those aimed at children.”
Ends
* Which? complained to the ASA in September 2007 that the Nutella advert in question was “misleading” and therefore in breach of the Television Advertising Standards Code. Which?’s complaint was one of 53 received by the ASA about the Nutella ad.
**The nutrition for Nutella per 100g:
Carbohydrates: 56g
Sugar: 55g
Fat: 31g
Monounsaturated fat: 17.3g
Saturated fat: 10.3g
Polyunsaturated fat: 3.4g
The full TV advert can be viewed at http://www.wakeuptonutella.co.uk/nutella_on_tv.html
