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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About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.