US: FTC finalises Nestle Boost Kid Essential order
Nestlé HealthCare Nutrition made deceptive claims in television, magazine, and print ads about Boost Kid Essentials
The Federal Trade Commission's (FTC) has finalised its order against a subsidiary of Nestlé over "deceptive" advertising claims about the health benefits of its Boost Kid Essentials beverage.
The FTC's complaint claims that, from autumn 2008 to autumn 2009, Nestlé HealthCare Nutrition made deceptive claims in television, magazine, and print ads in the US that Boost Kid Essentials "prevents upper respiratory tract infections in children, protects against colds and flu by strengthening the immune system, and reduces absences from daycare or school due to illness".
However, following a public comment period, the FTC has now finalised the order settling charges that Nestlé HealthCare made "deceptive advertising claims" about the drink. As part of the settlement, Nestlé agreed in July that it would drop the allegedly claims.
The firm has also been barred from misrepresenting any tests or studies.
Last week we ran the first part of our exclusive interview with the chief marketing officer of Anheuser-Busch InBev, Chris Burggraeve. Here's part two, in which Olly Wehring tries to get inside the in...
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