The Advertising Standards Authority (ASA) has ruled that a Cadbury Delights’ radio advert has breached rules over misleading nutrition and comparative claims.

The ad, which described the bar as having “same soft nougat, same gooey caramel, but they’re only 91 calories,” was challenged by a nutritionist and later reviewed by the ASA.

Cadbury’s parent company, Mondelez, defended the campaign, which first aired on 18 January 2025, stating that they had produced calorie research to support the claim.

The confectionery giant argued the ad intended to present factual calorie information, not to suggest the bar was low in energy or a reduced-calorie alternative. Cadbury also pointed out that consumer testing highlighted taste consistency with other Cadbury bars.

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However, the ASA concluded the repeated use of “only 91 calories” implied the product was a low-energy item, and, as it failed to meet the required threshold of 40 kcal per 100 grams, the claim was ruled a breach of the BCAP Code.

The advertising watchdog added that, by comparing Delights to other Cadbury bars and emphasising that it offered the “same” taste but with fewer calories, the ad made an unsupported comparative “energy reduced” nutrition claim.

As a result, ASA has banned the ad in its current form and instructed Mondelez to ensure any future nutrition-related messaging in its adverts complies with authorised claim standards.

Last month, fellow confectionery manufacturer Mars has a TV ad for Twix axed by the Advertising Standards Authority (ASA) for encouraging unsafe driving.