UK 'unhealthy' food ad ban allows M&S Whipped Chocolate spread to be promoted to children but NOT porridge

Chocolate spread is just one of several sugar-laden foods to have escaped the Government's ban on advertising unhealthy food and drinks to young people. 

Introduced as part of efforts to tackle childhood obesity, the rules restrict the promotion of foods high in fat, salt and sugar (HFSS).  

But in reality products that are considered healthy like porridge and lentil crisps have come under fire, while those that pose a bigger threat to childhood obesity are promoted. 

Experts from Action on Salt & Sugar, based at Queen Mary University London, analysed the nutrient content of 78 chocolate spreads sold in supermarkets and found that 99 per cent of these would be classified as HFSS.  

Yet, unlike many other HFSS products, sweet spreads including jam, marmalade and chocolate spread are not covered by the current restrictions. 

The researchers said the findings expose a 'striking inconsistency' in the rules.  

'This loophole is becoming increasingly difficult to defend,' Dr Kawther Hashem, head of research and impact at the charity said. 

'You cannot have a system designed to restrict the advertising and promotion of less healthy food, then leave out a category where virtually every chocolate spread fails the Government's own healthiness assessment.' 

One serving of some chocolate spreads contains almost 40 per cent of a child's recommended daily limit of free sugars

The findings come from a wider analysis of 834 spreads, including jams, honey, syrups, chocolate spreads and nut butters. 

Chocolate spreads were among the worst performers, with 86 per cent high in sugars and 91 per cent high in saturated fat – which has been shown to raise levels of harmful cholesterol, raising the risk of heart disease, heart attack and stroke. 

Additionally, 92 per cent were also classified as ultra-processed and included ingredients such as preservatives, sweeteners and emulsifiers to extend their shelf life. 

On average, a typical 15g serving contained 6.3g of sugar. Spread across two slices of toast, that amounts to more than 12g of sugar, around half the maximum daily limit of free sugars for a child aged 7-10.

Marks & Spencer's Whipped Chocolate Spread contained a staggering 9.2g of sugar per serving, while Nutella Hazelnut Spread with Cocoa contained 8.4g – almost 40 per cent of a child's daily free sugar allowance in a single slice, and the equivalent of more than two teaspoons of sugar. 

Marks & Spencer's Whipped Chocolate Spread contained a staggering 9.2g of sugars per serving

Under the current rules, introduced earlier this year, 13 categories of food and drink are subject to restrictions if they score poorly under the Government's nutrient profiling model. 

This means 'sandwiches of any kind', healthier on-the-go breakfast choices like instant porridge are restricted, while products clearly associated with confectionery brands, like Cadbury's Milk Chocolate Spread remain exempt. 

Across all 834 spreads, 78 per cent were high in sugar and 86 per cent were classified as 'less healthy'.

The team also found that 98 per cent of jams and fruit spreads and 97 per cent of syrups were high in sugar. Honey contained an average of 77.8g of sugar per 100g, with a typical serving providing almost half a child's daily free sugar limit.  

However, some products contained far less sugar. 

Stute No Sugar Added Fine Cut Orange Marmalade contained just 0.4g sugar per serving, demonstrating the potential for manufacturers to reduce sugar levels, the team argued. 

'What stood out most from our analysis was just how widespread high sugar levels were across everyday spreads,' Dr Jizhao Niu, who carried out the analysis said. 

'This was not limited to a handful of products or brands. We found substantial differences in sugar content between products within the same category, showing that lower-sugar options are already available.

'Consumers should be able to make informed choices, but it is not always easy to identify these differences from product packaging. 

'Our findings highlight the need for clearer nutritional information and further efforts to reduce sugar across these products.'  

Action on Salt & Sugar is now calling on the Government to address this loophole that allows chocolate and sweet spreads to remain outside of the advertising ban and to tighten measures that hold manufacturers to account. 

Dr Hashem added: 'These products are overwhelmingly high in sugars and saturated fat, yet companies are still being given greater freedom to promote them. 

'That is completely at odds with the direction of public health policy.' 

He continued that it is just not up to businesses to promote a healthy food environment. 

'The Government has a responsibility too,' he said. 'Ministers should close this exemption and make sure chocolate spreads and other sweet spreads are covered by the same rules as comparable less healthy products.' 

To be categorised as a less healthy food, items must be high in fat, salt or sugar and fall within a defined list of regulated food categories – such as confectionery, biscuits, cakes, ice cream, breakfast cereals, soft drinks and ready meals. 

It then has to score four or more points under the nutrient profiling model which allocates points on the basis of the nutrient content of 100g of a food or drink. 

Points are awarded for both 'A' nutrients – which include energy, saturated fat, sugar and salt – and C nutrients which refers to fruit, vegetables and nut content, fibre and protein.

The score for healthy 'C' nutrients is then subtracted from the score for 'A' nutrients to give the final nutrient profiling model score.

NHS figures show that almost one in ten reception-aged children are now considered clinically obese, while one in five children have tooth decay by the age of five.

Currently, the obesity crisis is estimated to cost the health service more than £11billion every year.