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Product: Food & Non-Alcoholic Beverages (Stage 1 – Infant Formula)
Advertiser: Mums and Babies Ireland
Medium: Internet (Social Media)
ASAI Code 7th Edition: 2.4(c), 8.30, 8.31, 8.32
Advertising on Facebook and Instagram for Mums and Babies Ireland referred to the following:
“Welcome to Mums and babies Ireland Facebook page. We are Ireland’s first and only online website supplying ready to feed first baby milk. Whilst breast is best, it’s not always an option for some people. Order online for delivery straight to your door.
We also stock a wide range of best feeding paraphernalia for your baby’s first weeks and months”.
The above text was accompanied by images of various packs of pre-bottled Stage 1 Infant Formula.
“Mums and Babies Ireland. One stop shop for all things mother & Baby. Free Irish Shipping on all orders over €30!”
This post was also accompanied by images of various packs of pre-bottled Stage 1 Infant Formula.
Two complaints were received in relation to the posts. Both complaints referred to the fact that advertisers were not allowed to promote Stage 1 Infant Formula.
The advertisers said that they had removed all 1st Stage Infant Milk signage and advertising from their website and were in the process of having it removed from social media.
The Complaints Committee considered the detail of the complaints and the advertisers’ response. The Committee noted the Code requirement that “marketing communications for infant formula are prohibited unless they appear in scientific publications, or are for the purpose of trade before the retail stage, or are a publication for which the intended readers are not the general public” (8.31). They considered that the material which had appeared on social media platforms was marketing communications to the general public and was therefore in breach of Section 8.31 of the Code.
As the advertising had been withdrawn no further action was required in this case.