Thursday, April 30, 2009

LA Times: PBM is stepping up to the plate against Mead Johnson's ongoing false and misleading advertising

Lawsuit filed over Enfamil infant formula ads
01:48 PM PT, Apr 29 2009

Infant formula company PBM Products is suing a competitor, trying to stop what the company calls a "false and misleading" ad campaign.

PBM filed suit in U.S. District Court in Virginia against Mead Johnson Nutrition Co. and Mead Johnson & Co., a division of Bristol-Myers Squibb Co. Mead Johnson makes the Enfamil LIPIL Infant Formula product.

The suit accuses Mead Johnson of using false implications to undermine confidence in the store-brand formulas that PBM supplies to Wal-Mart, Target and other retailers.

"Mead Johnson stands behind our products, our science, and our marketing," said spokesman Pete Paradossi. "We do not comment on issues in litigation."

PBM alleges that Mead Johnson's national ads tout the Enfamil product as being the only one that contains two specific nutrients, DHA and ARA, that promote brain and eye development in infants. According to the suit, some of the ads suggest that store-brand products will result in fuzzy vision and slower brain development.

But according to PBM, the the store-brand formulas are nutritionally comparable, if not identical, to Enfamil. Court documents filed by the company are available here and here.

-- Tiffany Hsu

1 comment:

Anonymous said...

It's hard to believe that a major pharmaceutical company like Mead Johnson has the nerve to aggressively spend needless amounts of advertising dollars to promote infant formula. Breast milk is sacred, but when I had twins I tried my best but was unable to produce enough milk. Without much of a choice, I tried a Walmart-brand baby formula because of its lower price. Formula is so heavily regulated by FDA it doesn't matter what brand you buy (and I hated doing it - trust me!) What a waste of money - marketing Enfamil, especially with lies.