"Given that the FTC has already warned companies that they need convincing scientific evidence to substantiate their claims that DHA supplementation benefits brain development, it is disturbing to see a company flout these warnings and launch a major advertising campaign--centered around the very same claims that the FTC warned them against," says Vallaeys.
MORE:
In 2009, the FDA formally requested certain companies to review their advertising and product packaging to ensure that they are not making any health-related claims for their products without competent and reliable scientific evidence to support the claims.
"That these unapproved DHA oils now serve as a marketing tool for Dean Foods/Horizon, without substantiation, only adds insult to injury for the ethical organic milk processors who respect the organic standards," says Vallaeys.
Only two organic dairy processors are currently adding Martek's DHA algal oil to its organic milk products--Horizon and Stremick's. Organic Valley's milk with omega-3 DHA includes fish oil, which has been approved for use in organics.
The vast majority of organic dairy products on market shelves are produced in accordance to the organic standards, which prohibit synthetic pesticides, genetically engineered and modified organisms, antibiotics and artificial growth hormones, etc.
A scorecard of organic dairy brands is available on Cornucopia's website.
Dean Foods' marketing campaign:
Dean Foods/White Wave makes misleading claims regarding its Horizon milk with added omega-3 DHA. Cartons state "DHA Omega-3 Supports Brain Health." Print advertisements proclaim "Milk with DHA Omega-3 isn't rocket science, but it is genius" and state "DHA Omega-3, a nutrient which supports healthy brain development-- and "it's as delicious as it is smart." Another print ad states, "a smart move for growing brains."
Radio ads announce, "Kids are smart. Continue to help support their brain development with Horizon Organic DHA Omega-3 Milk." Television ads show a child beating her grandfather at a chess game, and calls the DHA-supplemented milk a "smart move."
The ads are run on Radio Disney, Disney FamilyFun magazine, disney.com, kaboose.com, disneyfamily.com and familyfun.com. Print ads appear in American Baby, Better Homes and Gardens, Everyday Food, Family Circle, Fitness, Martha Stewart Living, Scholastic Parent and Child and Working Mother.
Dr. Greene Misleads Organic Consumers
According to The Cornucopia Institute, Dean Foods' online promotional materials are especially misleading given the presence of videos featuring Dr. Alan Greene, a pediatrician who endorses these products and gives consumers a false and misleading sense that the DHA oil has been medically proven to benefit health. Cornucopia asked the FTC to focus not only on Dean Foods/White Wave, but also include Dr. Alan Greene and his role in Dean Foods' false and misleading advertising.
Dr. Greene's statements in the video seem aimed at scaring parents of young children into buying products with added DHA. In the video, he wears a stethoscope and uses phrases like "my big concerns," "it's like the DHA is ripped away" and "you need to intentionally choose some way to get DHA into them," which are extremely powerful when spoken by a prominent pediatrician.
"Parents of young children are generally concerned about their child's proper development, and these videos seem to be designed to profit from these concerns--to sell unnecessary products to well-meaning parents," says Kastel.
Dr. Greene.com is a popular website sponsored by Dean Foods WhiteWave division.
(Note: You can view every article as one long page if you sign up as an Advocate Member, or higher).
1
1
1
