14 May 1999
MLC cleared over meat advert

by FWi staff

ADVERTISING watchdogs have rejected claims that a Meat and Livestock Commission advert promoting the value of red meat in babies diets was misleading.

The Advertising Standards Authority said the advert, which highlighted the need of four- to six-month-old children to have iron, as found in meat, was not exaggerated.

The authority rejected complaints that the advert was irresponsible in suggesting that breast milk alone was not good enough for babies over four-months-old.

It said the advert reflected the concern of the governments Committee on Medical Aspects of Food Policy) that babies diets often fail to provide enough iron.

The advertisers had not acted irresponsibly in emphasising the benefit of iron for young babies, the ASA stated.