Advertising: Nestle told to amend ad after complaints from Vegans

Nestle, the company that activists love to hate - occasionally but not always with some justification - is in trouble with The Vegan Society.

The Vegan Society has lodged a complaint with the Advertising Standards Authority (ASA) concerning a Nestle ad that claims dairy products are essential to bone building. The basis of the complaint is that the society believes the ad is misleading in its assumption that no other foods can strengthen and develop bones. Pardon the pun but one bone of contention is the phrase, "Essential for healthy bones".

The ASA ruled that the use of the word "essential" implied dairy products were the only source of calcium and advised Nestle to amend the claim.