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ASA bans Colief ads over claims

ASA bans Colief ads over claims

Wednesday 25 July 2012

Adverts claiming that Colief drops could reduce infants' crying time have been banned for being misleading.

The website and leaflets for the infant colic treatment company carried the headline "Reduce the hours of crying".

They claimed studies showed that feeding a baby their usual milk treated with the drops could "greatly reduce" crying time.

However the claims were found to be unsubstantiated after someone challenged whether or not they could be proved.

According to manufacturer Crosscare, the drops tackle discomfort associated with colic by breaking down lactose in baby milk with their naturally occurring enzymes, making the feed more easily digestible.

It also showed that there was a 40% reduction of crying time in compliant babies with the result of a study of milk treated with Colief. The findings indicated that the participants' breath hydrogen levels were 38.6% lower.

However the Advertising Standards Authority (ASA) upheld the complaint as it said that there were only 32 compliant babies in Crosscare's first study looking at crying time, and 13 in the second study.

Copyright Press Association 2012

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