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MJN complies with NAD

This article was originally published in The Tan Sheet

Executive Summary

Mead Johnson Nutritionals says advertising for its Enfamil LIPIL infant formula currently complies with National Advertising Division recommendations, although an oversight initially made it noncompliant. Following a challenge by Abbott Nutrition and three compliance reviews, MJN continued to defy NAD's decision, leaving the self-regulatory forum "no choice but to refer this matter" to the Federal Trade Commission, NAD says Feb. 24. Abbott challenged the claim that MJN's product "is the only infant formula shown in independent clinical studies to improve baby's brain and eye development." An MJN spokeswoman says Feb. 26 the Evansville, Ind.-based firm attempted to comply with NAD's decision, despite disagreeing with aspects of it, but a single coupon with the contested claim "escaped our scrutiny and inadvertently was continued." The coupon has been discontinued, marking full compliance with NAD's decision, the spokeswoman says

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