One of Britain’s biggest baby milk brands handed order over string of health claims
It is not the first time the company's advertising has attracted scrutiny
TL;DR
- Kendamil, a significant UK baby milk firm, must drop health claims after a watchdog found no scientific evidence to support them.
- Claims about the formula's similarity to breast milk and immune health benefits were challenged by rival Abbott Laboratories.
- The NAD ruled that assertions about whole milk fats being 'closer to breast milk' and supporting immune health were unsubstantiated.
- Historical advertising claims, such as 'Est. 1962', also faced scrutiny for potentially misleading consumers about the brand's continuous existence.
- The company has stated it will comply with the NAD's recommendations, and the ruling did not deem the formula unsafe.
- Kendamil has previously faced issues with the UK's Advertising Standards Authority (ASA) regarding health claims and prohibited product treatments.