AN advert promoting Nesquik milkshake as “a great start to the day” that was used in Asda stores has been banned by the Advertising Standards Agency (ASA).
The cartoon Nesquik bunny was stirring a mug of hot chocolate alongside branding for Nutri-Start, which referred to vitamin D, zinc and iron.
Nesquik manufacturers Nestle argued that the slogan was not a general health claim, and also pointed out that a serving of milk on its own receives an amber rating in the traffic light system because of its sugar content.
Asda told the ASA it “had no part in creating or approving the ad” which had been provided directly by Nestle.
However ASA ruled the advert “must not appear in its current form” and told Nestle and Asda they must “ensure future ads did not encourage poor nutritional habits in children”.
It decided the phrase “For a great start to the day” was a general health claim, and as it was not backed up by a specific health claim breached the CAP Code, which governs non-broadcast advertising, sales promotion and direct marketing.
