UK Bans Nesquik's 'Great Start' Ad Campaign

(RTTNews) - The UK's advertising watchdog has banned a Nestle ad that calls Nesquik chocolate milk mix a "great start to the day."

The Children's Food Campain's complaint against this Nesquik ad was successfully upheld by the Advertising Standards Authority. The group aims at limiting the sugar intake of UK kids.

"It is the second time in almost as many years that we have forced Nesquik to change their advertising because it encouraged poor nutritional habits in children and could be seen to mislead parents about the health benefits of such a sugary product," said Malcolm Clark, coordinator of the Children's Food Campaign.

Nestle denied that it was trying to convince kids that Nesquik was particularly healthy.

The company said its bunny mascot mascot instead conveys a "physically active, energetic character who could promote a healthy lifestyle."

As for the term "great," Nestle said it only meant to convey a sense of joy that kids get from hot chocolate and chocolate milk in morning.

"As a responsible manufacturer and to remove any ambiguity in future, we will no longer use the statement: 'For a great start to the day!' in our UK advertisements."