The UK’s advertising watchdog has said a campaign from Danone for its Aptamil with Pronutra+ breached advertising standards because it created confusion “between infant formula and follow-on formula”.
Danone launched Pronutra+ in the UK in June last year. The range of follow-on formula and “growing up milk”, aimed at babies over six months and toddlers, is part of the Aptamil line of baby food products.
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However, in its ruling the UK Advertising Standards Authority said a number of adverts in Danone’s marketing initiative for Pronutra+ blurred the lines between follow-on and infant formula. UK law prohibits the advertising of infant formula and states that “marketing communications must not confuse between infant and follow-on formula”, the ASA said.
“We considered that, despite the fact that the ads appeared as part of a wider advertising campaign, it would not be possible to accurately predict consumers’ prior knowledge of the Pronutra+ product range and, especially in view of the specific legislation to which the marketing of formula products was subject, it was necessary for [Danone formula arm] Nutricia to ensure that each ad made clear the status of the product being advertised.”
The regulator launched its investigation into the advertising campaign following a complaint from Nestle and two members of the public.
In its concluding remarks, the ASA said the ads “must not appear again in their current form”.
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