ACTION ALERT: Similac Advance

Ross Laboratories is the latest formula manufacturer to violate Canada’s Food and Drugs regulations on health claims for infant formula as well as consumer protection laws prohibiting misleading advertising.  An advertisement introducing “Improved SIMILAC ADVANCE” (Today’s Parents, Spring 2004) boasts:

“Improved SIMILAC ADVANCE Step 1 provides a unique blend of Omega-3 and Omega-6, nutrients naturally found in breast milk and shown to support your baby’s vision and mental development. (their emphasis)

The ad further contains the misleading statement, “SIMILAC ADVANCE - Closer than ever to breastmilk”

The ad also violates the International Code of Marketing of Breast-milk substitutes with its offer of free advice: “When you don’t have all the answers, we’re here for you 24/7. For information and expert advice call 1-800-670-7878.”

A registered nurse provides the “expert advice”. When INFACT Canada called, nurse Brenda assured us that the components of breastmilk and SIMILAC ADVANCE were the same and had “pretty much” the same developmental results for baby. We were immediately asked if we wanted to join the SIMILAC ADVANCE baby club!

Similac’s claims are comparable the ones regarding Enfamil A+ that made Mead Johnson the focus of a CBC Marketplace investigation earlier this year.

TAKE ACTION:

• Maybe they’d like to hear from you! Here’s the challenge. Use Ross Healthcare Hotline toll-free number – 24/7 as the ad suggests – and speak to one of the registered nurses awaiting your call. Let her know that Ross is jeopardizing the health of infants with its product promotion and health claims. As a health care professional, she is also in violation of Article 7 of the Code which prohibits health care workers from presenting bottle feeding as equivalent or superior to breastfeeding, to say nothing of her own personal code of professional conduct!

• Write Today’s Parent and ask them – once and for all – to stop aiding and abetting the infant formula industry by running ads that violate the International Code of Marketing of Breast-milk Substitutes and Canada’s Food and Drugs regulations on health claims for infant formula as well as consumer protection laws prohibiting misleading advertising. 

Today's Parent
One Mount Pleasant Road
8th Floor
Toronto, ON      M4Y 2Y5

Email:  lina.covey@tpg.rogers.com
Phone: (416) 764-2883
Fax: (416) 764-2801

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