Nutella £4m ad banned for misleading claim

The advert formed part of a £4m press and TV campaign for Nutella, part of an £8m brand repositioning launched in August 2007.

It claimed: “Each jar contains 52 hazelnuts, the equivalent of a glass of skimmed milk and some cocoa. Nutella releases energy slowly, so it can be part of a balanced breakfast.”

But the ASA said: “We considered that the ad misleadingly implied the spread made a more significant nutritional contribution to a balanced breakfast than was the case.”

It ordered that the ad should not be shown again in its current form.