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The ASA has ruled online advertisements promoting infant formula products from Boots violated a UK advertising code aimed at safeguarding breastfeeding, at a time when a retail giant is calling for amendments to regulation.
Retailer apologises for error, with such advertising banned in case it discourages breastfeeding
Ads for baby formula products for babie up to six months are prohibited in the UK
Boots' online advertisements for infant formula broke industry rules, the watchdog has said, with such promotion banned over concerns it discourages breastfeeding
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