Toddler milk ad banned over iron claim

AN ad for toddler formula milk has been banned for falsely claiming that most young children do not get enough iron.

The television campaign for Cow & Gate Complete Care Growing Up Milk said: “Did you know eight out of 10 toddlers aren’t getting enough iron?”

It continued: “It’s not surprising — meeting 50% of their needs would mean drinking 12 litres of cow’s milk per day, or just two beakers of Cow & Gate Complete Care Growing Up Milk.”