Researchers at Queen Mary University London have identified a significant gap in the UK's advertising regulations regarding high-fat, salt, and sugar (HFSS) foods.. While many unhealthy products face strict marketing limits, nearly all chocolate spreads remain exempt from the current ban.
The 99% loophole in the HFSS advertising ban
The research, which analyzed 834 different spreads including jams, honey, and nut butters, found that 99% of chocolate spreads evade the UK's advertising restrictions. According to the findings from Queen Mary University London, 86% of these products were found to be high in sugar, while 91% were classified as high in saturated fat.
This regulatory gap means that a vast majority of these items can still be marketed to young people despite their poor nutritional profiles. the report notes that 92% of the analyzed spreads are also classified as ultra-processed, containing additives like preservatives and emulsifiers intended to extend shelf life.
High sugar counts in Nutella and Marks & Spencer products
Specific nutritional data highlights the intensity of sugar content in popular berakfast items. For example, Marks & Spencer's Whipped Chocolate Spread contains 9.2 grams of sugar per serving, while Nutella Hazelnut Spread with Cocoa contains 8.4 grams of sugar per serving. As the report states, a single 15-gram seerving of chocolate spread typically contains 6.3 grams of sugar.
For a child between the ages of seven and ten, consuming these amounts can be particularly impactful. A single serving of these spreads can represent nearly 40% of a child's maximum daily allowance for free sugars, which is the equivalent of more than two teaspoons of sugar in one sitting.
The regulatory gap between sandwiches and Cadbury's spreads
Current UK advertising rules create a stark disparity between different types of food products. Under the existing regulations, thirteen categories of food and drink are restricted if they score poorly on the government's nutrient profiling model, which includes items like sandwiches and instant porridge. However, products associated with confectionery brands, such as Cadbury's Milk Chocolate Spread, remain entirely exempt from these limitations.
This inconsistency suggests that the current HFSS ban may be targeting the wrong categories. While a sandwich is subject to restrictions, the highly processed spreads that children frequently consume are left unrestricted, allowing brands to continue aggressive marketing to younger audiences.
Will the government close the gap for Action on Salt & Sugar?
The charity Action on Salt & Sugar is now calling on the UK government to close these exemptions and hold manufacturers more accountable. Dr. Kawther Hashem, the head of research and impact at the charity, argues that the current system is difficult to defend when almost every product in the chocolate spread category fails the government's own health tests.
Several questions remain regarding how this policy might evolve. It is currently unknown if UK ministers will move to include chocolate spreads under the HFSS restrictions, or how manufacturers will respond to increased pressure. While Dr. Jizhao Niu pointed out that lower-sugar options like Stute No Sugar Added Fine Cut Orange Marmalade already exist, it remains to be seen if major brands will follow this lead or if the government will mandate such changes.
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