UK: Danone UK ad banned over health claims

By Hannah Abdulla | 31 January 2014

Danone-Nutricias Cow & Gate formula advert has been blocked by the ASA over its wording

Danone-Nutricia's Cow & Gate formula advert has been blocked by the ASA over its wording

A Cow & Gate television advert in the UK has been banned after the country's advertising watchdog alleged the phrasing used by Danone was misleading.

The Advertising Standards Authority said claims the forumla provided calcium for strong bones and iron for brain development strayed too far from EU regulations on nutrition and health claims.

According to the ASA, under EC Regulation 1924/2006 on Nutrition and Health Claims made on foods, only claims that appeared on the list of authorised health claims (the EU Register) could be made in ads promoting foods.

The agency banned the advert on the basis an "equivalent meaning" was used to suggest a "normally developed bone was a strong bone" and similarly the use of "provides iron for brain development" as opposed to "iron contributes to normal coginitive development."

A spokesperson for Danone's baby nutrition arm said it was disappointed that to "some degree" the ASA had "reversed their decision" from last February on the way claims are phrased.

She said when the ad was aired initially, it had been approved by Clearcast - the broadcaster-backed body that clears ads in the UK. "We believed it to be legal," the spokesperson said. "Following that, the ASA has done some investigation and given very specific rulings on words that can and can't be used."

However, she added: "We will accept their adjudication and amend our marketing accordingly."

In a further statement, the spokesperson expanded to say Danone could "continue to make calcium and iron claims for follow-on formula and ASA has provided clarity on the exact words we can use in future claims".

The statement added: "We have noted the ASA's view that a claim for iron and 'brain development' should be phrased more formally as a claim for 'cognitive development'".

Sectors: Advertising & labelling, Baby food, Dairy

Companies: Danone

View next/previous articles

Currently reading -

UK: Danone UK ad banned over health claims

There are currently no comments on this article

Be the first to comment on this article

Related research

Danone S.A. - Mergers & Acquisitions (M&A), Partnerships & Alliances and Investment Report

MarketLine's Company Mergers & Acquisitions (M&A), Partnerships & Alliances and Investments reports offer a comprehensive breakdown of the organic and inorganic growth activity undertaken by an organization to sustain its competitive advantage....

Danone SA (BN) - Financial and Strategic SWOT Analysis Review

Danone SA (BN) - Financial and Strategic SWOT Analysis Review provides you an in-depth strategic SWOT analysis of the company’s businesses and operations. The profile has been compiled by GlobalData to bring to you a clear and an unbiased view of the...

Danone : Consumer Packaged Goods - Company Profile, SWOT & Financial Report

"Danone : Consumer Packaged Goods - Company Profile, SWOT & Financial Report" contains in depth information and data about the company and its operations. The profile contains a company overview, key facts, major products and services, SWOT analysis,...

Related articles

CANADA: Danone launches Greek yoghurt for kids

Dairy giant Danone has launched a new Greek yoghurt which targets kids in Canada.

US: PE firm TPG Capital "in talks to buy Chobani stake"

Private-equity firm TPG Capital is in discussions with Chobani to buy a stake in the US yoghurt maker.

CHINA: Mengniu upbeat on growth prospects as earnings rise

Chinese dairy major China Mengniu Dairy Co. said today (26 March) expects to capitalise on the growth opportunities presented by the consolidation of an expanding domestic sector.

Welcome to the home of food information, insight & intelligence

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page