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Similac Advance Immune Development Claims Upheld By NAD

This article was originally published in The Tan Sheet

Executive Summary

Claims touting Ross Products' Similac Advance infant formula's effect on immune system development fall short of implying it protects the immune system as effectively as breast milk, the National Advertising Division concludes in a recent review

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NAD Similac appeal

Ross Products Division of Abbott Labs should discontinue ad claims for Similac infant formula that state that nucleotide-supplemented Similac Advance "helps develop a baby's immune system" when compared to non-nucleotide-supplemented formulas. The claims should be withdrawn "unless Ross has competent and reliable evidence establishing that nucleotide supplementation provides better immunity protection (i.e., better resistance to infection and disease)." The National Advertising Division originally upheld several Similac Advance claims challenged by Enfamil LIPIL marketer Mead Johnson (1"The Tan Sheet" Jan. 31, 2005, p. 15). Mead Johnson appealed the decision and the review board determined that "the message conveyed by the advertising is confusing at best." Ross Products is "extremely disappointed" with the review board's decision, but says it will modify the claims to ensure they are not misinterpreted...

NAD Similac appeal

Ross Products Division of Abbott Labs should discontinue ad claims for Similac infant formula that state that nucleotide-supplemented Similac Advance "helps develop a baby's immune system" when compared to non-nucleotide-supplemented formulas. The claims should be withdrawn "unless Ross has competent and reliable evidence establishing that nucleotide supplementation provides better immunity protection (i.e., better resistance to infection and disease)." The National Advertising Division originally upheld several Similac Advance claims challenged by Enfamil LIPIL marketer Mead Johnson (1"The Tan Sheet" Jan. 31, 2005, p. 15). Mead Johnson appealed the decision and the review board determined that "the message conveyed by the advertising is confusing at best." Ross Products is "extremely disappointed" with the review board's decision, but says it will modify the claims to ensure they are not misinterpreted...

NAD Similac appeal

Ross Products Division of Abbott Labs should discontinue ad claims for Similac infant formula that state that nucleotide-supplemented Similac Advance "helps develop a baby's immune system" when compared to non-nucleotide-supplemented formulas. The claims should be withdrawn "unless Ross has competent and reliable evidence establishing that nucleotide supplementation provides better immunity protection (i.e., better resistance to infection and disease)." The National Advertising Division originally upheld several Similac Advance claims challenged by Enfamil LIPIL marketer Mead Johnson (1"The Tan Sheet" Jan. 31, 2005, p. 15). Mead Johnson appealed the decision and the review board determined that "the message conveyed by the advertising is confusing at best." Ross Products is "extremely disappointed" with the review board's decision, but says it will modify the claims to ensure they are not misinterpreted...

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