This week, Nutella launched an advertising campaign on their website where customers can customised their own Nutella jars.

“Say It With Nutella” allows users to create a custom jar of the famous chocolate spread to share on social media. The site says: “Here you can create your custom messages and share them with those you love.”

Fans soon realised that they could have “gay”, “Christian” and “homosexual” Nutella, but not “lesbian”, “Jewish” or “Muslim” Nutella.

The source code of the web page soon revealed which words are banned, including insults and words pertaining to unhealthy diets, such as “obese”, “diabetes”, “fat” and controversial ingredient “palm oil”.

Anticipating that people would use the site to highlight the controversy surrounding the use of palm oil, which reportedly threatens orangutan habitats, words such as “boycott” and “orangutan” are not permitted.

“Negative or insulting messages were directly removed from the field of possibilities,” Nutella said a statement. “Similarly, words of communities that are often subject to attacks by malicious people to have been withdrawn.”