Nestle rebuffed over 'hot chocolate for breakfast' ads - KMOV.com

Nestle rebuffed over 'hot chocolate for breakfast' ads

Posted: Updated:
A framegrab of the Nestle sign at their office in Switzerland. (Credit: CNN) A framegrab of the Nestle sign at their office in Switzerland. (Credit: CNN)

By Jim Boulden

LONDON (CNNMoney) -- Nesquik Hot Chocolate is not "a great start to the day" for children, Britain's advertising regulator has ruled.

Nestle can no longer make that claim on Nesquik hot chocolate labels. The tagline had been part of an advertisement campaign for Walmart-owned Asda stores in the U.K.

The Advertising Standards Authority said the ad was "irresponsible" and upheld a complaint from a children's advocacy group.

ASA said that the ad "should not have appeared at all" because the product was "high in added sugar" and that presenting it as a suitable regular breakfast food "encouraged poor nutritional habits in children."

Nestle told the ASA the label was targeted at adults who were shopping for their family, rather than at children. It also claimed its ubiquitous Nesquik bunny promotes "a physically active, energetic character who could promote a healthy lifestyle."

The children's advocacy group -- Sustain -- is calling for less sugar in food for children and says the government must force brands and supermarkets to promote healthier options.

The ASA has the legal authority to ban ads in the U.K. that it deems misleading. In another ruling Wednesday, it upheld a television ad for McDonald's showing seven cattle outside eating grass. The ASA said the fast-food chain proved many of the cattle it sources have access to outdoor grazing fields.

TM & © 2015 Cable News Network, Inc., a Time Warner Company. All rights reserved.

  • NationalMore>>

  • In new walkouts, students look to turn outrage to action

    In new walkouts, students look to turn outrage to action

    Friday, April 20 2018 12:26 AM EDT2018-04-20 04:26:49 GMT
    Saturday, April 21 2018 1:55 AM EDT2018-04-21 05:55:26 GMT
    (AP Photo/Carolyn Kaster, File). FILE - In this March 14, 2018 file photo, young demonstrators hold a rally in front of the White House in Washington. Another wave of school walkouts is expected as students honor victims of gun violence and push for gu...(AP Photo/Carolyn Kaster, File). FILE - In this March 14, 2018 file photo, young demonstrators hold a rally in front of the White House in Washington. Another wave of school walkouts is expected as students honor victims of gun violence and push for gu...

    Another wave of school walkouts is expected as students honor victims of gun violence and push for gun control.

    More >

    Another wave of school walkouts is expected as students honor victims of gun violence and push for gun control.

    More >
  • Leak crackdown talk yields rare Comey, Trump agreement

    Leak crackdown talk yields rare Comey, Trump agreement

    Friday, April 20 2018 1:03 AM EDT2018-04-20 05:03:06 GMT
    Saturday, April 21 2018 1:54 AM EDT2018-04-21 05:54:55 GMT
    (AP Photo/Susan Walsh). Copies of the memos written by former FBI Director James Comey are photographed in Washington, Thursday, April 19, 2018. President Donald Trump told former FBI Director James Comey that he had serious concerns about the judgment...(AP Photo/Susan Walsh). Copies of the memos written by former FBI Director James Comey are photographed in Washington, Thursday, April 19, 2018. President Donald Trump told former FBI Director James Comey that he had serious concerns about the judgment...

    President Donald Trump told former FBI Director James Comey that he had serious concerns about his first national security adviser, Michael Flynn.

    More >

    President Donald Trump told former FBI Director James Comey that he had serious concerns about his first national security adviser, Michael Flynn.

    More >
  • Two Florida deputies killed by gunman while eating at a restaurant

    Two Florida deputies killed by gunman while eating at a restaurant

    Friday, April 20 2018 11:58 AM EDT2018-04-20 15:58:49 GMT
    (Gilchrist County Sheriff's Office)(Gilchrist County Sheriff's Office)

    Two deputies were killed at a restaurant in Florida by a shooter who fired through a window.

    More >

    Two deputies were killed at a restaurant in Florida by a shooter who fired through a window.

    More >
Powered by Frankly