Baby milk firm rapped over advert's misleading claims

Nutricia Ltd, which trades as both Cow & Gate and Milupa, was told to remove adverts for follow-on milk which claimed the formulas could "support" the immune system.

The Advertising Standards Authority ruled the magazine adverts were misleading and such claims should not be made without "robust" evidence.

The watchdog said there was not enough evidence to prove the claim that the formulas could support all children's immune systems when used from six months onwards.

In the case of Milupa Aptamil, the watchdog also upheld a complaint, brought by Baby Milk Action, over the claim the product was the "best follow-on milk". The watchdog ruled there was no evidence to support the comparative claim.

The issue of follow-on milk for children over the age of six months has been at the centre of continued controversy.

Companies are not allowed to advertise formula milk for babies under six months old.

But some pro-breastfeeding groups believe there should be a total ban on this kind of advertising. The World Health Organisation recommends that babies are given breast milk exclusively for the first six months.

Mike Brady, of Baby Milk Action, said: "A mother has a right to make an informed choice on how to feed her child."