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‘Best alternative to breast milk’ complaints upheld against Pfizer ads
date:Sep 21, 2012
hether the posters misleadingly implied that follow-on milk was the best alternative to breast milk and superior to other follow-on milk products.

These complaints were upheld by the ASA.

Because we did not see evidence that SMA Follow-on Milk was the best alternative to breast milk once breastfeeding had stopped, or that it was superior to other follow-on milk, we concluded that the ads were misleading on these grounds, said the ASA decision.

The complainants also challenged whether the ads

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