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The New York Times reports that Nestlé has reached a deal with the Federal Trade Commission (FTC) that will have the company dropping claims that its Boost Kid Essentials drink was so healthy it would keep children from getting colds and missing school.

According to the story, Boost Kid Essentials is “a nutrient-laden beverage made by Nestlé HealthCare Nutrition that comes with a straw containing probiotic bacteria, which is similar to the live cultures in yogurt. Many people say they believe that probiotic bacteria aid digestion and provide other benefits,” and Nestlé made that claim. Now, however, Nestlé has backed off under FTC pressure about what it called deceptive advertising.

The Times notes that this is the second time in two months that the FTC has forced manufacturers - the other one was Kellogg’s - to remove ad claims that it said were illusory. Experts say that these moves are “groundbreaking,” and represent a new activist position on the part of federal regulators.
KC's View:
I know that the words “activist” and “federal” give some people hives when they appear in the same sentence, but this strikes me as appropriate behavior by the government. When marketers are less than accurate in their product claims, someone has to protect the consumer.