Cow & Gate baby milk formula ads banned over misleading claims

by Mark Sweeney © Guardian News and Media Limited 2009
Nutricia, the company behind children's food brands including Cow & Gate, has had ad campaigns for two baby milk products banned by the advertising watchdog for misleading consumers over claims that they "support" a child's immune system.
The Advertising Standards Authority received complaints about two magazine ads for Cow & Gate's follow-on baby milk formula and a magazine ad for Milupa Aptamil follow-on milk formula.
In each case, the magazine ads made a number of claims, including that both products "support your baby's natural immune system". The Apatamil campaign also stated that it was the "best follow-on milk".
The ASA lodged its own challenge against both ad campaigns, asking whether the claim of supporting a child's immune system was misleading and whether parent company Nutricia could prove it.
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