Just another note of cheer.

Although it's taken two years, Baby Milk Action's complaint to the UK 
Advertising Standards Authority, about Apatamil's ridiculous claims for 
"immunofortis" have been upheld.

:-)

"The advertisement claimed that Aptamil is the 'best follow-on formula'. 
Is this true, I asked, considering that all companies claim their 
formula is the best? When claims are made in an advertisement, they have 
to be 'legal, decent, honest and truthful' according to the voluntary 
advertising code.

I also queried the claims made about IMMUNOFORTIS in Aptamil. This is a 
made up name for a type of oligosaccharide added to the formula (which 
is called a 'prebiotic' by the company, though this is not an allowed 
term in the UK marketing law).

I wanted to know whether the claims "This unique formulation helps to 
support your baby's natural immune system …" and "Intensive work has 
shown that immunofortis … supports your baby's natural immune system" 
could be substantiated.

Well, after two years of investigation by the ASA and much wrangling 
with Danone/Milupa, the makers of Aptamil, the verdict is in.

The company has been told not to repeat the claims and has been found to 
have breached the advertising code clauses on substantiation, 
truthfulness and comparisons."

http://boycottnestle.blogspot.com/2009/07/aptamil-not-best.html

http://www.babymilkaction.org/press/press22july09.html

*whoop* *whoop* Always worth complaining... and complaining... and 
complaining....

Morgan Gallagher

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