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October 15, 2014

Nestle “disappointed” as ASA bans toddler milk ad

Nestle has said it is "disappointed" with the UK Advertising Standards Authority's decision to ban an advert for its Sma Toddler Milk, after concerns it breached the code on health and nutrition claims.

Nestle has said it is “disappointed” with the UK Advertising Standards Authority’s decision to ban an advert for its Sma Toddler Milk, after concerns it breached the code on health and nutrition claims.

The advertising watchdog received a complaint about an email, sent from UK supermarket Asda, which contained promotional materials for the product.

The ad said cow’s milk was low in iron and vitamin D compared with the Sma formula.

The complainant challenged whether the comparisons made between Sma Toddler Milk and cows’ milk should therefore be listed in the annex of the EU health claims. The complaint also questioned whether the ad breached the code since it implied health could be affected by not consuming Sma Toddler milk – raising doubts about the “nutritional adequacy” of cows’ milk.

Asda and Nestle argued the advert recommended children have three servings of dairy per day and asserted the ad did not emphasise Sma Milk as the only way to obtain nutrients.

However, the ASA said the “overall implication” was that health could be affected by not consuming the product and ruled the ad should not be used again in its current form.

A spokesperson for Nestle told just-food today: “Dietary surveys in the UK have consistently shown that toddlers are lacking vitamin D and iron in their diets. We believe that fortified toddler milks are one of a number of dietary means by which young children can get these key nutrients to achieve a healthy balanced diet, and we feel this was appropriately reflected in the advert.

“However, we take note of the ASA’s decision and will comply with their findings in future advertising of our toddler milks.”

Click here to view the ruling.

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