A significant loophole in the UK's ban on advertising unhealthy foods to children allows sugary products like chocolate spread to bypass restrictions, according to a new analysis. The rules, designed to tackle childhood obesity, were intended to restrict the promotion of foods high in fat, salt, and sugar (HFSS).
However, research by Action on Salt & Sugar, based at Queen Mary University London, found that 99 percent of chocolate spreads analyzed would be classified as HFSS, yet they are not covered by the current advertising restrictions. Conversely, products considered healthier, such as porridge and lentil crisps, have fallen under the ban.
Experts described the inconsistency as "striking" and increasingly difficult to defend. "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," said Dr. Kawther Hashem, head of research and impact at the charity.
The analysis of 834 spreads, including jams, honey, syrups, chocolate spreads, and nut butters, revealed that chocolate spreads performed particularly poorly. 86 percent were high in sugar and 91 percent were high in saturated fat. Additionally, 92 percent were classified as ultra-processed.
A typical 15g serving of some chocolate spreads contains 6.3g of sugar. When spread on two slices of toast, this can amount to over 12g of sugar, nearly half the maximum daily limit of free sugars for a child aged 7-10. Marks & Spencer's Whipped Chocolate Spread was noted to contain 9.2g of sugar per serving, while Nutella contained 8.4g, nearing 40 percent of a child's daily allowance in a single slice.
Under the existing regulations, 13 categories of food and drink are subject to restrictions if they score poorly on the Government's nutrient profiling model. This model assigns points based on the nutrient content per 100g. Despite this, sweet spreads like jam, marmalade, and chocolate spread are exempt, while items such as sandwiches and instant porridge are restricted.
Across all examined spreads, 78 percent were high in sugar and 86 percent were classified as 'less healthy.' Jams and fruit spreads (98 percent) and syrups (97 percent) also showed high sugar content. Honey averaged 77.8g of sugar per 100g.
The study also highlighted that lower-sugar options are available, with Stute No Sugar Added Fine Cut Orange Marmalade containing only 0.4g sugar per serving, demonstrating manufacturers' capacity to reduce sugar levels.
Action on Salt & Sugar is urging the government to close this loophole and extend the advertising ban to cover chocolate and other sweet spreads, aligning them with rules for comparable less healthy products. The call comes amid concerns over childhood obesity, with nearly one in ten reception-aged children considered clinically obese and one in five children having tooth decay by age five. The obesity crisis is estimated to cost the National Health Service over £11 billion annually.