ASA bans follow-on milk ad for misleading claims

The ad misleadingly claimed that Hipp Organic's follow-on milk contained essential Omega 3 fatty aci

UK's Advertising Standards Authority (ASA) on Wednesday banned a magazine advertisement by Hipp Organic for baby follow-on milk for making "misleading" claims that the product helped in the development of the nervous system.

The magazine ad titled, 'We've learnt from the breast' claimed that Hipp Organic's follow-on milk contained essential Omega 3 fatty acids that could aid brain and nervous system development.

When asked by the ASA to substantiate the claims it had made, Hipp Organic said that alpha-linolenic acid (ALA), an essential fatty acid was necessary for healthy mental development in babies. The claim, the company argued, was only to highlight the role ALA played in the development of the brain and did not refer to mental performance.

However, ASA overruled the argument saying that the ad's reference to essential Omega 3 fatty acids for healthy brain and nervous system development alluded to a direct health benefit from consuming Hipp Organic follow-on milk, but the information provided "was not sufficiently robust to support the product's claims."

Hipp Organic said in a statement it was "considering the ASA adjudication carefully and will take the necessary action."

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