Table 2.
Prevalence of product pages making prohibited claims by type of claim
| Claim type | Product pages containing this claim type* | |
|---|---|---|
| Health claims | 25 | |
| Functional process or outcome effect | 15 | |
| eg † | Easy to digest | |
| Easier to digest | ||
| Easily digested | ||
| May assist with digestion | ||
| To help facilitate easy digestion | ||
| Formulated to help with digestion | ||
| Aid their digestion | ||
| Slower to digest … helping to keep … tummy fuller for longer | ||
| May assist the body's natural defenses | ||
| Softens stools | ||
| Relieves discomfort of constipation by producing softer stools | ||
| Encourages gastric emptying | ||
| Improved intestinal transit | ||
| Promote gastric emptying | ||
| Protecting the oesophagus from acid | ||
| Reduced acid exposure reduce regurgitation | ||
| Decreases wind and bloating | ||
| Less wind/discomfort | ||
| Assist with mineral absorption | ||
| Reduces abdominal discomfort | ||
| Provides a longer lasting feeling of fullness | ||
| The stomach empties more slowly | ||
| Slows gastric emptying | ||
| Maintain satiety | ||
| Slowly digestible | ||
| Feel hungry less often | ||
| Rehydrate | ||
| Reduce transit time | ||
| Improve stool consistency | ||
| Easy for babies to digest | ||
| Growth and development effect | 12 | |
| Provides essential ingredients for … growth and development | ||
| May help support growth and development | ||
| Support healthy growth and development | ||
| (Helps) support brain and eye development | ||
| Support your baby's developing immune system | ||
| Ingredients for growth and development | ||
| Promote brain and eye development | ||
| Helps support development of the central nervous system | ||
| Helps support bone growth and tissue growth and maintenance | ||
| Helps support healthy gastrointestinal development | ||
| Helps support a health immune system | ||
| Support baby's appropriate growth and development | ||
| Support their physical growth and development | ||
| Optimal growth and development | ||
| Helps support eye, brain and nervous system development | ||
| Effect on a disease, disorder, or condition | 9 | |
| Designed for babies with symptoms of lactose intolerance | ||
| For the dietary management of … symptoms of lactose intolerance / maldigestion and diarrhoea | ||
| For formula fed babies with regurgitation | ||
| Aid digestive discomfort | ||
| Relieves the discomfort of consitipation | ||
| Help manage infant reflux | ||
| Effectively preventing reflux | ||
| Reduce regurgitation | ||
| Helps decrease wind and bloating that contribute to colic abdominal discomfort | ||
| Diarrhea | ||
| Avoids secondary intolerance | ||
| Helps rehydrate | ||
| Physiological process or outcome effect | 8 | |
| Supports your infant's digestive and immune systems | ||
| Helps to support your infants digestive system | ||
| May help support your baby's natural digestion | ||
| Nutritionally support the immune system | ||
| Less challenging to an infant's immune system | ||
| Helps support a healthy immune system | ||
| Healthy development of intestinal flora | ||
| Nutrition content claims | 18 | |
| Protein | 10 | |
| Whey dominant | ||
| partially hydrolysed 100% whey protein | ||
| A2 type of beta‐casein protein | ||
| Partially hydrolysed | ||
| Whey | ||
| Decreased casein | ||
| Casein dominant | ||
| Biologically active substance | 5 | |
| Contains l‐rueteri, a beneficial (probiotic)c bacteria | ||
| Bifidus bacteria | ||
| Minerals | 5 | |
| Reduced minerals | ||
| Increased magnesium and calcium | ||
| Phosphorus ratio 2:1 | ||
| Minerals | ||
| Electrolytes | ||
| Carbohydrates | 4 | |
| Starch | ||
| Increased lactose | ||
| Reduced levels of lactose | ||
| Easily digestibl carbohydrates | ||
| Easily digestible maltodextrins | ||
| Slowly digestible carbohydrates | ||
| Lower levels of rapidly absorbed carbohydrates | ||
| Increased levels of maltodextrins and starch | ||
| Negligible lactose | ||
| No sucrose | ||
| Fat | 3 | |
| DHA | ||
| ARA | ||
| LCP | ||
| Fish oil | ||
| Specially treated vegetable oil | ||
| Omegas 3 and 6 | ||
| Components of protein | 1 | |
| Nucleotides | ||
*
Although many product advertising pages contained more than one of any type of claim, each page was counted only once for each type.
†
Some examples listed appeared on more than one product page.