Abbott Nutrition Voluntarily Discontinues “#1 Infant Formula” Claim for Similac in National Advertising Division Fast-Track SWIFT Case

New York, NY – June 29, 2023 – The National Advertising Division (NAD) of BBB National Programs has closed a Fast-Track SWIFT challenge initiated by Mead Johnson & Company, LLC. Fast-Track SWIFT is an expedited challenge process designed for single-issue advertising cases brought to NAD.

Mead Johnson & Company, LLC challenged Abbott Nutrition’s claim that Similac is the “#1 infant formula brand,” which appeared on the Similac product label. Mead Johnson argued the challenged claim conveyed the unsupported message that Similac is the “#1 infant formula brand” (with and without a caduceus) based on sales or doctor recommendations.

In response to Mead Johnson’s SWIFT challenge, Abbott Nutrition informed NAD that it has discontinued the challenged claim on the product packaging. Therefore, NAD did not review this claim on its merits.

In its advertiser statement, Abbott Nutrition stated that “as part of its process of routinely reviewing and updating its advertising, Abbott Laboratories has agreed to voluntarily discontinue the claim at issue at this time and has already made significant efforts to do so.”  

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