According to the Dutch Advertising Code Committee (RCC) the television commercial for Nutella is misleading: Nutella does not contain liquid milk, but milk powder. You have probably seen this peaceful television commercial for Nutella. The setting is a nice family having breakfast in the morning. Of course a big jar of Nutella on the table. While the voiceover says that Nutella contains "skimmed milk, cocoa and only the best hazelnuts", liquid milk, cocoa powder and hazelnuts are being shown. About this commercial a complaint was lodged at the According to the complainant the commercial is misleading because Nutella does not contain liquid milk, but milkpowder. Besides the complainant was of the opinion that Nutella forgot to report that the hazelnut spread is not suitable for children with milk allergy or lactose intolerance. It is an established fact that liquid milk is not being used in the production of Nutella, but powdered milk (milk from which the water is taken). Therefore the RCC rules that the commercial is misleading. The voiceover combined with the image of liquid milk gives the false impression that Nutella does contain liquid milk. The possible allergic reactions to the product do not have to be mentioned in the commercial. That is not a legal requirement. However, on the packaging of food products the ingredients that may cause allergies should always be clearly listed. Kim Braber
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office Emerald House Jozef Israëlskade 48-G Amsterdam, the Netherlands t +31 (0)20 - 305 3066 www.hoogenhaak.nl |
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According to the Dutch Advertising Code Committee (RCC) the television commercial for Nutella is misleading: Nutella does not contain liquid milk, but milk powder. You have probably seen this peaceful television commercial for Nutella. The setting is a nice family having breakfast in the morning. Of course a big jar of Nutella on the table. While the voiceover says that Nutella contains "skimmed milk, cocoa and only the best hazelnuts", liquid milk, cocoa powder and hazelnuts are being shown. About this commercial a complaint was lodged at the According to the complainant the commercial is misleading because Nutella does not contain liquid milk, but milkpowder. Besides the complainant was of the opinion that Nutella forgot to report that the hazelnut spread is not suitable for children with milk allergy or lactose intolerance. It is an established fact that liquid milk is not being used in the production of Nutella, but powdered milk (milk from which the water is taken). Therefore the RCC rules that the commercial is misleading. The voiceover combined with the image of liquid milk gives the false impression that Nutella does contain liquid milk. The possible allergic reactions to the product do not have to be mentioned in the commercial. That is not a legal requirement. However, on the packaging of food products the ingredients that may cause allergies should always be clearly listed. Kim Braber