National Advertising Division to Refer Kendal to Government Agencies and Advertising Platforms for Electing Not to Participate in Compliance Inquiry
New York, NY – November 6, 2026 – Following a compliance inquiry stemming from a prior decision, BBB National Programs’ National Advertising Division will refer Kendal Nutricare Limited to appropriate government and state agencies and advertising platforms for review and possible enforcement action after the company elected not to participate in the compliance inquiry.
The referral follows a challenge brought by Abbott Laboratories concerning Kendamil Infant Formula advertising. In the underlying case (Case #7562), the National Advertising Division (NAD) recommended that Kendal discontinue or modify certain claims regarding whole milk, breast milk, human milk oligosaccharides (HMOs), milk fat content, and the brand’s heritage. Kendal agreed to comply with NAD’s recommendations and voluntarily discontinued an additional claim regarding its use of whole milk.
Abbott contacted NAD with concerns about nearly all of the challenged claims addressed in the original case. Kendal informed NAD that it elected not to participate in the compliance inquiry.
Accordingly, pursuant to the NAD/NARB Procedures, NAD will refer the matter to appropriate government and state agencies and to the platforms on which Kendamil’s advertising appears and with which NAD has a reporting relationship.
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.
The referral follows a challenge brought by Abbott Laboratories concerning Kendamil Infant Formula advertising. In the underlying case (Case #7562), the National Advertising Division (NAD) recommended that Kendal discontinue or modify certain claims regarding whole milk, breast milk, human milk oligosaccharides (HMOs), milk fat content, and the brand’s heritage. Kendal agreed to comply with NAD’s recommendations and voluntarily discontinued an additional claim regarding its use of whole milk.
Abbott contacted NAD with concerns about nearly all of the challenged claims addressed in the original case. Kendal informed NAD that it elected not to participate in the compliance inquiry.
Accordingly, pursuant to the NAD/NARB Procedures, NAD will refer the matter to appropriate government and state agencies and to the platforms on which Kendamil’s advertising appears and with which NAD has a reporting relationship.
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.