A formula milk manufacturer has had two adverts banned by the advertising standards watchdog.
The Advertising Standards Authority ruled that the magazine adverts for Cow & Gate follow-on milk ‘must not appear again in their current form’.
The ASA concluded ‘the evidence was not sufficient’ to support the ads’ claim that the follow-on milk “support[s] your baby’s natural immune system”.
A more serious charge that the ads wrongly suggested the milk could boost infants’ immune systems was dismissed.
Pregnancy charity NCT complained about the ads in July 2007.
The full ASA ruling can be found on its website.