The Advertising Standards Authority (ASA) today ruled that an advert for SMA Follow-on Milk had breached the Committee of Advertising Practice (CAP) code and could no longer appear in its current form. The ruling followed 64 complaints, including one from UNICEF UK.
The print adverts, which first appeared in press and posters in March, were found to breach the CAP code on two points. The adjudication commented "we did not see evidence that SMA Follow-on Milk was the best alternative to breast milk once breastfeeding had stopped, or that it was superior to other follow-on milk." The ASA ruled that the adverts were not in breach of the code in relation to two further complaints (implying breastfeeding should stop at six months and not sufficiently differentiating between infant formula and follow-on formula).
UNICEF UK welcomes the decision and remains committed to seeing the full implementation of the International Code of Marketing of Breastmilk Substitutes into UK law
Read the adjudication in full on the ASA's website here.