An Italian Panel Rules that Numico, A Baby Formula Competitor in Italy, Engaged in Misleading Advertising for Baby Formula
Heinz Company announced today that Plasmon, its brand of infant nutrition products in Italy, has received a favorable ruling on its complaint that Numico, a competitor, engaged in unfair and misleading advertising and product labeling.
In its complaint, Plasmon charged that Numico’s advertising and labeling for follow-on formula and growth milks on their brands sold in Italy made an unproven claim that those specific products reinforced the immune systems of children. Plasmon argued there was not adequate scientific evidence to support Numico’s advertising and labeling claims. The I.A.P. jury agreed, ruling that Numico’s claims were not supported by scientific evidence.
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PITTSBURGH--(BUSINESS WIRE)--H. J. Heinz Company (NYSE:HNZ) announced today that Plasmon, its brand of infant nutrition products in Italy, has received a favorable ruling on its complaint that Numico, a competitor, engaged in unfair and misleading advertising and product labeling.
Plasmon’s complaint was heard and upheld last month by a three-member jury of the Istituto dell’Autodisciplina Pubblicitaria (I.A.P.), the independent non-profit organization that enables companies and the media to voluntarily self-regulate advertising in Italy.
In its complaint, Plasmon charged that Numico’s advertising and labeling for follow-on formula and growth milks on their brands sold in Italy made an unproven claim that those specific products reinforced the immune systems of children.
Plasmon argued there was not adequate scientific evidence to support Numico’s advertising and labeling claims. The I.A.P. jury agreed, ruling that Numico’s claims were not supported by scientific evidence.
Under the ruling on February 20, 2007, Numico had to immediately withdraw advertising, and has 90 days to change the product labels which make such claims.
“As a trusted brand in Italy for 100 years, Plasmon filed the complaint against Numico because we believe parents of infants should not be subjected to misleading advertising,” said Michael Mullen, Director of Global Corporate Affairs at Heinz.
Plasmon is the leading brand of infant nutrition products in Italy and the fourth-largest brand in Heinz’s global portfolio.