• Cookies Policy
  • ASAI and Remote Working
  • Links
  • Publications
Ph: (01) 6137040 // Email: standards@asai.ie
linkedin
twitter
  • Welcome
  • Make a complaint
    • Advertisement or Promotion
    • Online Behavioural Avertising
  • About ASAI
  • Advertising & Self Regulation
  • ASAI Code
  • Complaints Bulletins
  • News

Food & Non-Alcoholic Beverages (Stage 1 – Infant Formula)

June 30, 2022
by Brendan Part
Comments are off

Print This Post Print This Post
Bulletin: 22/3
Batch: 279
Reference: 39533
Product: Food & Non-Alcoholic Beverages (Stage 1 - Infant Formula)
Advertiser: Seasons Hub
Influencer:
Agency:
Medium: Internet (Social Media)
Codes:
ASAI Code 7th Edition: 2.4(c), 3.3, 8.30, 8.31, 8.32

  • Advertisement
  • Complaint
  • Response
  • Conclusion
  • Advertising on a community Facebook page entitled “New business launch – our story” featured a post by Seasons Hub for Loulouka baby formula. The post outlined the details behind the advertisers’ launch of the product in Ireland and also featured images of the products available to purchase.

    The following text was provided as part of the post:

    “Loulouka love nature. For all your little ones.”

    The above text was accompanied by an image of Stage 1 Infant Formula.

  • The complainant objected to the advertising as they believed that Stage 1 Infant Formula was not permitted to be advertised.

  • The advertisers said they had put a lot of work, time and energy into forming their company and their awareness campaign for their new business was launched in March 2022 on their local Facebook group. Shortly after the launch a comment was left on their post informing them that it was illegal to advertise Stage Infant Formula in Ireland.

    The advertisers said that on receipt of the above comment. they reached out to the ASAI to see if they were in breach of requirements for the advertising of Infant Formula. Subsequent to this, they received a formal complaint from the ASAI for comment.

    The advertisers said they did not consider that they had breached the requirements of the ASAI Code as at the time of the launch (18 March) and responding to the complaint (7th April) they had not sold any products. The Facebook post had been published prior to the retail stage and the post in question had served one purpose i.e., to spread awareness of the products being available in Ireland prior to the retail stage.

    The advertisers said that they fully appreciated that marketing communications for Infant Formula were heavily regulated in Ireland unless they appeared in scientific publications or were for the purpose of trade before the retail stage or were in a publication for which the intended readers were not the general public.

    The advertisers, however, withdrew all advertising for Stage 1 Infant Formula from their marketing communications.

  • Complaint upheld.

    The Complaints Committee considered the detail of the complaint and the advertisers’ response. The Committee noted that the advertising had been removed.

    The Committee noted the Code requirement that Marketing communications for infant formula are prohibited unless they appear in scientific publications, or are for the purposes of trade before the retail stage, or are a publication for which the intended readers are not the general public (8.31). As the advertising for Stage 1 infant formula had been served to consumers through a community Facebook page, they concluded that the advertising was in breach of Section 8.31 of the Code.

    ACTION REQUIRED:
    As the advertising had been removed no further action was required in this case.

Social Share

    Complaints Bulletins

    • Complaints Bulletins
      • 22/4
      • 22/3
      • 22/2
      • 22/1
      • 21/5
      • 21/4
      • 21/3
      • 21/2
      • 21/1
      • 20/6
      • 20/5
      • 20/4
      • 20/3
      • 20/2
      • 20/1
      • 19/6
      • 19/5
      • 19/4
      • 19/3
      • 19/2
      • 19/1
      • 18/5
      • 18/4
      • 18/3
      • 18/2
      • 18/1
      • 17/5
      • 17/4
      • 17/3
      • 17/2
      • 17/1
      • 16/7
      • 16/6
      • 16/5
      • 16/4
      • 16/3
      • 16/2
      • 16/1
      • 15/6
      • 15/5
      • 15/4
      • 15/3
      • 15/2
      • 15/1
      • 14/8
      • 14/7
      • 14/6
      • 14/5

    Search:


    Filter by:

    Reset

    ©ASAI 2021 // 7 Herbert Street, Dublin 2, D02 K838 // Ph: (01) 6137040
    website by smudge design
    /* ----------------------------------------- */ /* Content Template: Complaint_Content_Type - start */ /* ----------------------------------------- */ /* ----------------------------------------- */ /* Content Template: Complaint_Content_Type - end */ /* ----------------------------------------- */
    This website uses cookies to improve your browsing and interactive experience. If you are happy to proceed with this, please click Accept

    If you wish read more about our cookie policy please Read More
    Privacy & Cookies Policy

    Privacy Overview

    This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
    Necessary
    Always Enabled
    Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
    Non-necessary
    Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
    SAVE & ACCEPT