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27/02/2008

Complaints Spread Following Nutella Ad

The Advertising Standards Authority has reprimanded a Nutella commercial for exaggerating the nutritional benefits of the chocolate spread.
The advert, which features mothers giving children Nutella on toast for breakfast prompted 53 complaints to the ASA.
The commercial which included the voiceover: "Surprisingly, each jar contains 52 hazelnuts, the equivalent of a glass of skimmed milk and some cocoa", broke rules relating to misleading advertising and accuracy in food advertising.
A spokesperson for the ASA said: "We considered the ad misleadingly implied the spread made a more significant nutritional contribution to a balanced breakfast than was the case."
The watchdog has ruled that the advert cannot be repeated in its current form.
A statement released by Ferrero UK for Nutella said: "At no stage did we set out to mislead consumers as to the nature of Nutella Hazelnut Spread and we have always been very clear about the ingredients and nutritional information in all of our communications, on all our packs and on our website."
The firm will work toward ensuring that the amended Nutella advert complies with the ASA ruling.
(DS)
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