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Commercial complaints dismissed.

THE advertising watchdog today rejected 109 complaints about a commercial for infant milk powder.

The SMA Progress follow-on milk TV advert sparked objections from viewers who said it was nmot clear the product was not for babies under six months.

Some complainants felt it could discourage mothers from breastfeeding.

After an investigation the Advertising Standards Authority knocked back the objections and said no further action was required.

All babies in the commercial were over six-months-old, the watchdog said.

"We concluded that the ad was unlikely to mislead or cause harm," the ASA added.

On-screen text which said the product was "not intended to replace breastfeeding" meant viewers were unlikely to be discouraged from breastfeeding, the watchdog said.

The ASA ruled that the SMA Progress commercial had not broken any advertising rules.
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Publication:Coventry Evening Telegraph (England)
Date:Dec 19, 2007
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