The dispute revolved around a Nesquik TV ad, created by Momentum London, which attracted five complaints to the Advertising Standards Authority.
The ad for Nesquik chocolate milkshake stated: "You know, kids only grow up once, which is why they pack their days full of the good stuff. So start theirs with a tasty glass of Nesquik at breakfast. It has essential vitamins and minerals to help them grow and develop, because all this laughing and playing can be hard work."
An animation showed the ingredients "Vitamins D B & C", "Iron" and "Magnesium" next to a glass of the product, made up with milk. On-screen text during the ad read, "Enjoy Nesquik as part of a balanced diet and healthy lifestyle".
Angry consumers complained the ad encouraged poor nutritional habits, as it suggested the product was suitable to give to children for breakfast on a daily basis.
Clearcast, the body which vets TV ads, said it understood the amount of sugar in a single glass of Nesquik was "well within" the World Health Organisation’s guidelines for sensible daily sugar consumption.
Supporting its defence, Nesquik commented on the ad's reference to iron, magnesium and vitamins D,B and C. It said that health claims for these micronutrients, in relation to growth and development and maintenance of bones and teeth, had been positively tested by the authorities.
Nestlé also said the benefits of drinking milk were well known and that Nesquik was suitable to be consumed once a day, as part of a balanced diet and healthy lifestyle.
The ASA ruled in favour of Nestlé, saying that it noted Nestle provided nutritional information its packaging and website. Furthermore, it said it did not consider that the level of sugar in the product was so high as to preclude sensible daily consumption.
The watchdog ruled that no further action was necessary.
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