Nesquik ordered to remove health claim

23 December 2015        

Category: BHF Comment


Today we’ve welcomed the Advertising Standards Authority’s landmark decision to uphold a complaint that means Nesquik Hot Chocolate is no longer allowed to claim ‘it’s a great start to the day’ alongside its cartoon bunny. 

The complaint, made by the Children’s Food Campaign (CFC), claimed this phrase encouraged poor nutritional habits in children as it implied the milk was a regular healthy breakfast option, when in fact it is high in added sugar

The complaint stemmed from an advert for Nesquik which appeared on bottles of Asda own-brand milk. Today Asda said that it would “work with its suppliers to ensure the ruling is adhered to in future marketing”.

Our Senior Dietitian, Victoria Taylor, welcomed the decision: “We’re pleased that the ASA has upheld the complaint by the CFC on this issue. It’s vital that the Government and regulators take steps to ensure that products are being advertised responsibly and that families can make informed choices about their purchases without being misled by clever marketing tactics. 

“Junk food advertising that targets children inappropriately can be damaging to their health,  which is why we’re calling for a ban on ads before the 9pm watershed as part of a robust childhood obesity strategy. We would encourage all families to adopt a balanced varied diet to help protect their heart health, and a nutritious breakfast is part of this.” 

Robust obesity strategy needed

We have been campaigning for the Government to take steps to curb junk food advertising in its Childhood Obesity Strategy that is expected to be launched in January. 

Last month we joined eighteen organisations to form a national alliance calling for a range of ambitious polices to tackle the UK’s growing obesity crisis. 

These include:
  • Robust restrictions on unhealthy food marketing, including a 9pm watershed for TV advertising of junk food 
  • Independent set of incremental reformulation targets, backed by regulation for industry to reduce the sugar, saturated fat and salt in our foods 
  • The government should introduce a 20 per cent tax on sugary drinks 
The Obesity Stakeholder Group represents a range organisations including the UK Health Forum, Diabetes UK, Cancer Research UK, Children's Food Campaign, the Royal College of General Practitioners, The Jamie Oliver Food Foundation and the British Medical Association. 

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