Enfamil compositional similarity to breast milk claims supported, NAD concludes.
This article was originally published in The Tan Sheet
Executive Summary
ENFAMIL COMPOSITIONAL SIMILARITY TO BREAST MILK CLAIMS SUBSTANTIATED by infant formula maker Mead Johnson, the National Advertising Division of the Council of Better Business Bureaus concludes in a case report released April 24. NAD determined that a number of claims made for Advanced Formula Enfamil in direct-mail promotions comparing the formula to breast milk "are supported as long as the claims are clearly compositional in nature and there is no implication that the compositional similarity gives rise to superior performance."
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