'Don't worry,' they coo, 'everything's going to be fine. Just give us some money and we'll boost your child's immune system.'Or, to take it to its logical conclusion: 'If you don't buy this, your child will almost definitely die of swine flu, you scumbag.'
We know adverts can be misleading. As a bumbling youngster I learnt the hard way that wearing several gallons of Lynx deodourant will not, it turns out, lead to sex with a bevy of untamed beauties on a Pacific island. Shaving with Gillette razors did not make me a hero, and my last Rolo meant fuck all, no matter who I gave it to.
Adverts twist, lie and exaggerate. It's the nature of things. This one says it will make Luca healthier. Surely they wouldn't lie about that? But Cow & Gate's claim is unsubstantiated. Their poxy follow-on milk does not support the immune system. Despite a frantic effort to prove otherwise to the Advertising Standards Authority, they were forced to pull this ad.
This is a depressingly familiar story. Nestlé still agressively markets it's formula milk around the world, despite its campaign directly contravening World Health Organization guidelines and provoking a 30-year boycott of the company. They stand accused of not only failing to help babies, but actually damaging their health on a global scale by undermining breastfeeding.
Nestlé, Cow & Gate, if you are reading this: Stop. Being. Evil. That is all.
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