ASA bans Hipp baby milk ad
By Mark Banham, campaignlive.co.uk, Wednesday, 06 October 2010 09:10AM
Hipp Organic baby milk has fallen foul of the Advertising Standards Authority (ASA) regulations today for marketing itself as a direct substitute for breast milk.
A magazine ad for the follow-on milk was headlined "We've learnt from the breast".
Accompanying text said: "Praebiotik to support healthy digestion … Breastmilk contains many special ingredients, including prebiotics and Omega 3, which are proven to be beneficial for babies.
"Our gentle follow on milk has now been specially formulated with praebiotik, a unique mix of prebiotic oligosaccharides. These support the growth of good bacteria in your baby's tummy and promote comfortable digestion… All this ensures organic goodness to complement Mother Nature's good work. Trust your natural instincts".
The complainant challenged whether the ad was misleading because it implied the product was equivalent to breast milk.
The ASA also challenged whether the claim "essential Omega 3 fatty acids ... for healthy brain and nervous system development" was misleading and could be substantiated.
Hipp Organic protested the "We've learnt from the breast" copy demonstrated that they held breast milk in high esteem as the best food for babies.
The company said baby milk companies and academic institutions had invested "a lot of time and money" researching the specific qualities of breast milk that made it the best. They said they had learnt from that research and had therefore added some of the beneficial components of breast milk to their formulas.
The ASA told Hipp not to use claims in future that referred to children's development and health and that did not comply with regulation.
This article was first published on campaignlive.co.uk
- Digital Strategist The Little Black Book Agency £40000 - £50000 per annum, Manchester
- Senior Account Director Source £55000 - £60000 per annum, London
- Account Director - Senior Account Director Source £55000 - £60000 per annum, London
- Project Manager Source £45000 - £55000 per annum, London
- Shopper Marketing and Sales Promotion Account Handlers Source £30000 - £45000 per annum, London
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Jaguar readies global campaign for F-Type launch
- Samsung strikes placement deal with The Wanted
- ITV and Channel 4 insist they will beat declining ad market
Pinterest takes big step towards working with major brands
It marks Pinterest’s first step towards associating images directly with brands and could be the beginning of a change on the social network that sees it become a marketplace as well as a site where people pin ideas of things they like or that inspire them.