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Baby Milk Action

Email update: 18 October 2014

ASA ruling: Nestlé and ASDA misled parents with SMA Toddler Milk promotion

Baby Milk Action has won another ruling against misleading baby milk marketing in the UK.

But ASDA isn't planning to tell customers who were sent the email advertising Nestlé's SMA toddler milk that they were misled.

The Advertising Standards Authority (ASA) published its ruling on 15 October upholding Baby Milk Action's complaints about the advertisement.

The advertisement implied children might not receive the necessary amounts of nutrients such as iron and Vitamin D unless they consumed the fortified milks.

The ASA warned the companies not to repeat the advertisement and ‘told them not to state or imply that health could be affected by not consuming a product, or to give rise to doubt the nutritional adequacy of a reference product.’

However, neither ASDA nor Nestlé are apologetic after we proved they misled customers.

ASDA could easily inform members of its Baby and Toddler Club that the claims in the email were misleading and apologise. If you think it should, you can sign a petition on

Further information and the full ASA ruling at:


Nestlé agrees to drop 'natural start' formula claim in build up to Nestlé-Free Week (27 October - 2 November)

Baby Milk Action has been calling on Nestlé bosses to stop promoting infant formula around the world with claims such as it is the 'natural start', 'gentle start' and 'protects' babies.

They know babies fed on formula are more likely to become sick than breastfed babies and, in conditions of poverty, more likely to die. But they have repeatedly defended these outrageous marketing strategies.

Then last week, on 9 October, Nestlé held its prestigious Creating Shared Value Global Forum. Our tweets exposing Nestlé's practices - with images attached - rose to the top of the Twitter feed.

Nestlé wrote to us on 14 October promising, ‘We will discontinue the use of the “Natural Start” logo on our infant formula products by mid-2015.’

This was a reluctant move and shows that public pressure is essential to prompt change.

Nestlé has made no apology for the logo and is continuing with its 'gentle start' and 'protect' claims. It told investors last year that its 'gentle start' claim is an 'engine for growth'.

More pressure is needed - so help spread the word, especially during Nestlé-Free Week.

For more on the Nestlé CSV Global Forum, see:

Nestlé-Free Week and campaign kit

Nestlé-Free Week (27 October - 2 November) is a week for boycott supporters to do more to spread the word and for those who don't boycott to give it a go.

The campaign prompts changes (see above) - so keep up the pressure.

Our new Nestlé-Free Kit contains cards, leaflets, posters, stickers, keyrings, a fridge magnet and other items to expose Nestlé.

Display the Nestlé-Free Zone poster during Halloween if this is marked in your country.

You could invite friends round for a Nestlé-Free meal and explain the boycott to them.

You'll find information on our website at:

Buy the Nestlé-Free Kit for extra resources and to help fund the campaign. Click here, or look under 'Campaign packs' in our Virtual Shop:


Tigers feature film exposing the baby milk industry wins its first award

Tigers is a new 90-minute feature film by Oscar-winning director Danis Tanovic.

Tigers is based on the true story of former Nestlé baby milk salesman called Syed Aamir Raza taking on the industry with the help of IBFAN (the International Baby Food Action Network) when he realises that babies are dying as a result of his work pressuring doctors to promote formula.

It picked up its first award at its Euroepan Premiere at the San Sebastian Film Festival on 25 September.

The audience of 1800 people gave a standing ovation to the director and producers - and the real Aamir and the doctor who opened his eyes, who were also present at the premiere.

For further information, clips and to sign up for alerts with screening dates, go to:

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