Baby bottle marketer Avent America agreed to qualify ads that claim its bottles are the only ones "medically proven to reduce colic in newborns," the National Advertising Division of the Council of Better Business Bureaus said. New ad copy will indicate the study it relied on demonstrated only that at two weeks of age babies fed with Avent bottles showed a trend to less colic. Quebecor Creative Services, Schaumburg, Ill., handles Avent. The ads were challenged by Avent rival Evenflo Co.
Copyright June 1998, Crain Communications Inc.