I came across this advertisement today:

http://www.parentschoiceformula.com/stage_2_formula.aspx

All of their formula ads contain the usual lies and Code violations  
thick on the page, of course, but this one had a new one on me. The  
ad is for so-called "Stage 2 formula":

" Our Stage 2, or follow-on, baby formula is designed for infants  
aged four months and older who have started a diet supplemented by  
baby cereals and baby foods. They still provide all the nutrition an  
infant needs, as well as providing a source of DHA and ARA during  
early stages of development.

The main difference between Parent's Choice 2 and our term formula is  
that our Stage 2 formula contains more protein and calcium. When a  
baby reaches four to six months of age, his or her needs change  
because of changing growth patterns. Around this time you also may  
begin to wean the baby onto solid foods. This product in not intended  
to replace breastmilk or starter formulas."

They're trying to instruct parents that breastfeeding naturally  
finished around four months, and that therefore formulas given after  
that time are not breastmilk substitutes.

Does this fail under any other Deceptive Advertising legislation in  
the USA, along with the Code violations which are of course not  
actionable there?

Lara Hopkins
family doctor, Australia

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