Cow & Gate ad banned

Nutricia’s Cow & Gate brand has been slammed by the advertising watchdog for the second time in 14 months for making unsubstantiated claims.

The latest ruling follows decisions in July last year by the Advertising Standards Authority (ASA) on campaigns for Nutricia’s Aptamil and Cow & Gate follow-on milk brands.

The ASA received three complaints on the latest campaign for Cow & Gate Complete Care Growing Up Milk. The ad carried a voice over and on-screen text saying “Did you know 8 out of 10 toddlers aren’t getting enough iron?”. It showed a toddler in a high chair and went on to say a toddler needed 6.9 mg to meet the recommended daily intake.

The ad, created by Euro RSCG, then said that Cow & Gate Complete Care Growing Milk as part of a varied diet helped to support brain development, strong bones and teeth, healthy growth.

The complainants challenged whether the claim “Did you know 8 out of 10 toddlers aren’t getting enough iron?” could be substantiated.

Nutricia said that the findings of two studies 15 years apart on national diet and nutrition supported the claim.

The ASA took advice from Department of Health that said there were no recommended RDA of iron for toddlers and that for food labelling purposes the value of iron for children aged between one and three was set at 6 mg. The watchdog said that the ad implied that 6.9 mg was the daily amount of iron required by toddlers to stay healthy and ruled it misleading.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here