Fonterra has been found to have “misled” consumers with claims on its website of the nutritional benefits of dairy products.
New Zealand’s advertising watchdog looked into a complaint about five claims Fonterra had made on its website.
Go deeper with GlobalData
Following the complaint, Fonterra made amendments to four of the five statements. Three of the changes were accepted by New Zealand’s Advertising Standards Authority.
The fourth change centred on a statement that “dairy is an essential food group and a vital component of a balanced, nutritious diet”. Fonterra amended the first part of the statement to read that dairy was an “important” food group but the watchdog ruled the continued use of the word “vital” misled consumers.
Fonterra’s decision to stand by a fifth statement that “no other source of calcium can be absorbed as well by the body, the other nutrients in dairy foods help absorption” also fell foul of the watchdog.
The company argued the claim was “technically correct”. It said the casein-whey protein complex and phospates in milk products assist in absorbing calcium.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataHowever, the Advertising Standards Authority said Fonterra had not “adequately substantiated” the claim and argued the statement was misleading.
