Dairy Crest told to drop omega-3 claims

Dairy Crest has been told by the UK’s Advertising Standards Authority (ASA) to stop making claims for its St Ivel Advance brand omega-3 enriched milk.

The company had said that the milk could enhance children’s ability to concentrate and learn, but the maker of its omega-3 supplement, Equazen, says that kids would have to drink more than five litres of milk per day in order to get the benefit advertised. Dairy Crest has agreed to stop making the claim at the ASA’s request.