A UK government ban intended to protect children from advertisements of unhealthy foods has been criticized for significant loopholes that allow sugary chocolate spreads to be promoted while inadvertently restricting healthier items like porridge. The rules, part of a broader strategy to combat childhood obesity, aim to limit the advertising of foods high in fat, salt, and sugar (HFSS).
Analysis by Action on Salt & Sugar, based at Queen Mary University London, found that 99% of chocolate spreads would be classified as HFSS. However, unlike many other HFSS products, sweet spreads, jams, and marmalades are not covered by the current restrictions. This creates what experts are calling a "striking inconsistency" in the regulations.
"This loophole is becoming increasingly difficult to defend," said Dr. Kawther Hashem, head of research and impact at Action on Salt & Sugar. "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."
High Sugar Content in Spreads
A typical 15g serving of some chocolate spreads can contain 6.3g of sugar, contributing significantly to a child's daily free sugar limit. For instance, Marks & Spencer's Whipped Chocolate Spread was found to contain 9.2g of sugar per serving, and Nutella Hazelnut Spread with Cocoa contained 8.4g. For children aged 7-10, this single serving can represent almost 40% of their recommended daily free sugar allowance, equivalent to more than two teaspoons.
Across a wider analysis of 834 spreads, including jams, honey, syrups, and nut butters, 78% were high in sugar and 86% were classified as 'less healthy.' Many of these products were also identified as ultra-processed, containing preservatives, sweeteners, and emulsifiers.
Inconsistent Regulations
The current rules, introduced earlier this year, restrict 13 categories of food and drink that score poorly under the government's nutrient profiling model. Ironically, healthier on-the-go breakfast options like instant porridge are restricted, while products associated with confectionery brands, such as Cadbury's Milk Chocolate Spread, remain exempt. This is because to be categorized as less healthy, items must be high in fat, salt, or sugar and fall within specific regulated categories like confectionery, biscuits, and cakes, in addition to scoring four or more points under the nutrient profiling model.
Experts argue that the widespread high sugar levels in everyday spreads, a category where virtually all chocolate spreads fail health assessments, contradict public health goals. Action on Salt & Sugar is urging the government to close this exemption, ensuring that chocolate and other sweet spreads are subject to the same advertising restrictions as comparable less healthy products. This call comes amid concerns about rising childhood obesity, with NHS figures showing nearly one in ten reception-aged children considered clinically obese and one in five aged five having tooth decay. The obesity crisis is estimated to cost the National Health Service over £11 billion annually.