Misleading baby milk ad banned

AN ADVERT for baby formula Heinz Nature has been banned, after the Advertising Standards Authority ruled that claims that it improved the health of children aged six months and over could not be backed up.

The advert claimed the food supplement could "help nourish" a baby over six months and improve the child's immunity and development.

But the ASA upheld a complaint, saying the evidence Heinz used to support its claim was incorrect, because it was based on trials of children between birth and 12 months.

The ASA ruling also found the advert's claim that Heinz Nature could "protect" a baby could not be sustained.