Baby milk advert banned over 'brain health' claim
An advertising campaign for baby milk has been banned for claiming the product helps child brain development.
The advert for Hipp Organic said the follow-on milk contained essential Omega 3 fatty acids for healthy brain and nervous system development.
But the Advertising Standards Authority (ASA) ruled it was misleading and the claims cannot be used again.
Defending the advert, the company said the nutrients named are necessary for healthy mental development in toddlers.
Hipp Organic maintains the claim in the magazine advert related solely to the role of the dietary essential fatty acid alpha-linolenic acid (ALA) in normal and healthy development of the brain and nervous system, and was not about mental performance.
The ASA said the advert implied a specific health benefit from the use of the product.
The advert for Hipp Organic was headlined "We've learnt from the breast" and said the follow-on milk contained essential Omega 3 fatty acids for healthy brain and nervous system development, adding: "All this ensures organic goodness to complement Mother Nature's good work. Trust your natural instincts."
The ASA said that information submitted to them by Hipp Organic "was not sufficiently robust to support the product's claims in relation to healthy brain and nervous system development".
"We therefore concluded that the ad was misleading," said the ASA.