date:Sep 21, 2012
hether the posters misleadingly implied that follow-on milk was the best alternative to breast milk and superior to other follow-on milk products.
These complaints were upheld by the ASA.
Because we did not see evidence that SMA Follow-on Milk was the best alternative to breast milk once breastfeeding had stopped, or that it was superior to other follow-on milk, we concluded that the ads were misleading on these grounds, said the ASA decision.
The complainants also challenged whether the ads