A television advert for Nutella chocolate spread has been withdrawn after the Advertising Standards Agency ruled that the nutritional value of the product had been exaggerated.
The ad showed mothers giving Nutella on toast to their children with a voiceover message that said each jar of Nutella contained 52 hazelnuts, the equivalent of a glass of skimmed milk and some cocoa.
However, 53 people complained that the ad misleadingly implied Nutella was more nutritious than it was because it did not make it clear that Nutella was a high sugar and fat product.
“We considered that the reference to just hazelnuts, skimmed milk and cocoa powder, in the context of claims for the nutritional benefits of a balanced breakfast, created the overall impression that Nutella made a significant contribution to a balanced breakfast,” the ASA said. “We considered that the ad misleadingly implied the spread made a more significant contribution to a balanced breakfast than was the case.”
The ad showed mothers giving Nutella on toast to their children with a voiceover message that said each jar of Nutella contained 52 hazelnuts, the equivalent of a glass of skimmed milk and some cocoa.
However, 53 people complained that the ad misleadingly implied Nutella was more nutritious than it was because it did not make it clear that Nutella was a high sugar and fat product.
“We considered that the reference to just hazelnuts, skimmed milk and cocoa powder, in the context of claims for the nutritional benefits of a balanced breakfast, created the overall impression that Nutella made a significant contribution to a balanced breakfast,” the ASA said. “We considered that the ad misleadingly implied the spread made a more significant contribution to a balanced breakfast than was the case.”
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