Meglet - I hope all goes ok for your dad and your biopsy results.
Hurrah for Digi's sister. I'll defo be watching X Factor this year. You'll have to ask your sis if Cheryl is really as glam as she seems, or is she as rough and common as a badgers arse?!
Starlight - it's good to see you here Here's the email I received from Baby Milk Action:
You may have seen news of an important ruling by the UK Advertising Standards Authority (ASA) against an advertisement for Aptamil follow-on formula. Baby Milk Action had queried the claim that Aptamil is the 'best follow-on formula' and that IMMUNOFORTIS, a made-up name for an ingredient in Aptamil, supports the immune system. The ASA found that Danone/Milupa, that makes Aptamil, could not substantiate the claims. It was found to have broken the advertising codes clauses on substantiation, truthfulness and comparisons.
The misleading advertisement was one of the cases highlighted in the monitoring reports we produce for the Baby Feeding Law Group (BFLG). The latest of these was published in March and presents an overview of the strategies used by the companies to push their products and was presented to the UK Government independent review panel examining the effectiveness of the law.
The ASA took 2 years to investigate the claims made in the Aptamil advertisements and as well as making the initial challenge, we had to respond to draft rulings and the company's arguments several times.
While the ASA took up the case on this occasion, its policies mean it rejects many of the complaints we make without even investigating them. And while Danone can no longer make these untrue claims in advertising, its websites and labels are not covered by the ASA voluntary code and so far the law has proven ineffective at forcing changes. We will continue to press for a stronger law and highlight the absurdity of these loopholes.
While working to end company misinformation, we are also campaigning for the government to provide parents and carers who use formula with independent, objective information about the ingredients in formula and the differences between brands.