Boost Kid Essentials Nestle Deceptive Ad Claims Dropped

The Nestle chocolate company has agreed to drop deceptive ad claims about the health benefits of a children’s drink the company produces called “Boost Kid Essentials.” The move was made as a part of a settlement with the Federal Trade Commission.

The FTC complaint states that from the fall of 2008 through the fall of 2009, the company made deceptive claims on television, magazine and print ads that the product prevents upper respiratory tract infections in children. They also claimed that the product helped protect against the cold and flu virus by strengthening the immune system.

“Nestlé’s claims that its probiotic product would prevent kids from getting sick or missing school just didn’t stand up to scrutiny,” said David Vladeck, director of the FTC’s consumer-protection bureau.

Nestle did not immediately comment on the settlement, but according to reports they have agreed to stop making the claims. The product contains probiotic helpful bacteria in the straw, which does reduce the risk of illness but does not protect the child against all of the things Nestle claimed it would in their advertisements.

Nestle also had to agree to stop claiming that the drink would reduce sick-day absences from school, as there is no data to back this up.

It will be interesting to see how they decide to promote the product now that they can not make health claims that are untrue.

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