Nestle criticised for child health claims

Nestle wrongly claimed its noodles would make children stronger, the Advertising Standards Authority has ruled in a case which throws unflattering light on the food giant's marketing in the developing world.

The advert for Maggi Noodles was intended for broadcast in Bangladesh but was screened by mistake by a satellite channel based in London, making it liable to investigation by the ASA.

The media watchdog ruled it was misleading and inaccurate and should not be repeated.

Nestle said that it had not intended to show the advert in the UK, where health claims are subject to greater scrutiny than in Bangladesh.

Shown on Nepali TV, the advert suggested that Maggi Noodles helped build strong bones and muscles. A boy playing tug-of-war with his friends ran in to see his mother, who explained to him: "Maggi is the best because it has essential protein and calcium that help to build strong muscles and bones." On-screen graphics depicted a yellow glow over a bicep and a knee, implying that those areas of the body were helped by the product.

The ASA suggested that Maggi Noodles did not pass new EU rules introduced in July 2007, under which advertisers have to substantiate every health claim made for products in the UK.

The media watchdog pointed out that while the Food Standards Agency (FSA) said that products advertised as high in 'protein' must be made up of at least 12 per cent protein; Maggi Noodles had 10 per cent protein.

Products high in 'calcium' must contain 15 per cent of the recommended daily amount in a 100g serving, but the calcium in the noodles was unknown.

The ASA said: "We considered that, because we had seen no evidence that the protein in Maggi Noodles would 'help to build strong muscles and bone' we considered that the ad was misleading and that Nepali TV should not have broadcast it."

Nestle told the ASA that it would not have sought to have the advert cleared for broadcast in the UK.

In a statement, Nestle said: "We rigorously ensure that all health claims made on Nestle products comply with local legislation. The advert had been approved for broadcast and complied with the necessary legal requirements in Bangladesh, the market the advertisement was intended for.

"It was never intended for transmission in the UK."

In a separate ruling, the ASA ruled against an advert by Glaxosmithkline for Horlicks, also shown by mistake by Nepali TV.

In the advert, television viewers were told that a test had been done on 869 schoolchildren given the same kind of food and teachers.

After timing their performance at running and swimming, the testers proclaimed – to cheering - that the Horlicks-drinking children were the superior performers. "Yeah, proof has been found!," the advert stated.

"Children have become taller, stronger and sharper. The Horlicks challenge – now proven."

GSK said that its fortified drink had been proved in a test to help Indian children improve their performance.

"We have not approved that advert for the UK," a spokesman said.

"It's a different formulation in India, a completely different product."