US: Nestle to drop 'deceptive' health claims

Date: 15 Jul 2010

Nestle have said they will drop adverts that were described by the Federal Trade Commission as deceptive. The company's drink Boost Kid Essentials was sold in some ads on its ability to stop children catching colds and missing school.

The FTC said that its action was part of a general move on food companies that were making health–related marketing claims. There has been a growth in such claims in recent years, particularly in relation to foods with added nutrients – so–called 'functional foods'.

Boost Kid Essentials contains probiotic bacteria, which is held to aid digestion. However, it falls short of being able to guarantee freedom from colds and other illnesses.

Nestle agreed to withdraw the ads, but did not admit wrongdoing. No fine has been levied against the company.

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