Nutricia has received a rapping from the Advertising Standards Authority (ASA), after it found the baby food and formula manufacturer's two separate brand campaigns were making misleading health claims.

Advertisements for Cow & Gate and Aptamil follow-on milk brands were banned by the watchdog, on finding both were making unsubstantiated claims.

The Cow & Gate print ads claim that it supported a baby's `natural immune system', ASA ruled was misleading and could not be substantiated.

Further, the ads implied the milk helped support all children's natural immune systems, a claim ASA ruled, even Nutricia's study had failed to prove.

Separately, the print ad. for Aptamil milk that says: `unique formulation helps to support your baby's natural immune system, making it the best follow milk', ASA ruled also misled consumers in claiming its superiority and ability to support a baby's immune system.

As well, Nutricia's argument of its `best' claim was a comparison with other follow-on milks in the UK, was also rejected by the ASA.

ASA has asked Nutricia to produce evidence to support claims its milk's `unique formulation' helped support a baby's immune system that was not strong enough.

In addition, ASA says, both of Nutricia;'s Ogilvy created ads. i. e. Cow & Gate ad. must not run again in its current form, while the Aptamil ad. is not to make the same claims without strong evidence in support of it.

With the World Health Organisation recommending babies be given breast milk exclusively for the first six months, pro-breast feeding groups are of the opinion there should be a total ban on this kind of advertising.