The PJ Tatler

'Lesbian,' 'Fatso,' 'Jewish' Banned from Nutella Ad Campaign

Nutella has a marketing campaign in France that allows users to personalize jars of the delicious chocolate-hazelnut goodness and share the image on social media.


PJTatler Nutella

Well, for the most part.

The marketers behind Nutella’s “Say It With Nutella” campaign– or “Dites-le Avec Nutella” in French– are facing a backlash after it was discovered that several words have been prohibited from use.

“Here you can create your custom messages and share them with those you love!” the website says.

Russia Today reports on the entire list of banned words:

The list of banned words includes many health –related words such as “cancer,” “obesity,” “fatso,” “diabetes,” and “oil.” Also variations of “poop,” “cannabis” and other references to body functions and drugs are prohibited. “Gay” is allowed while “lesbian” and “homo” have both been deemed offensive. “Christian” is permitted but “Jewish” and “Muslim” are not.

Nutella released the following statement concerning the controversy:

“By giving customers the opportunity to personalize their Nutella jar we want to create a way for them to share enthusiasm for the brand. Negative or insulting terms were directly removed from the options field. Similarly, terms of communities that are often subject to attacks by malicious people were removed from the possibilities.”


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