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Advertising Standards Bureau dilutes Milk Standards

If you heard that I was up at 3am reading the Australian Government Federal Register of Legislation, in particular the  "Australia New ...

If you heard that I was up at 3am reading the Australian Government Federal Register of Legislation, in particular the  "Australia New Zealand Food Standards Code – Standard 2.5.1 – Milk", you'd be forgiven for thinking that I might have some really strange (and mundane) hobbies or too much time on my hands.

Well perhaps the latter is true to some extent at that time slot, but give me half a chance to redeem myself here.


My day begins at 3am and I consider it far too early to be starting off with the depressing news standards of war, doom and financial gloom.  I prefer to cherry-pick the light hearted articles and have always found the articles written by Frank Chung on news.com.au to be interesting reading.

This morning I came across his article on Australia's Advertising Standards Bureau (the ad watchdog) dismissing a complaint against Vitasoy questioning the brand’s right to describe soy milk as “milk”.  The Bureau noted the complaint that the definition of milk is a white liquid produced by the mammary glands of mammals.  However backed Vitasoy's response taken from a secondary defiition from Macquarie's dictionary secondary “liquid obtained by crushing parts of plants as beans or nuts or tubers”.

All the talk of definitions lead me off on the usual google search tangent I found that Australian Association of National Advertisers code - http://aana.com.au/content/uploads/2015/12/Food_Beverages_Code_081215.pdf references that they take into account at minimum the requirements of the Australia New Zealand Food Standards Code


Determining a definition according to standards rather than an excerpt (a secondary one at that) from a popular dictionary seems logical to me - and seems to be one that any agency with 'Standards' in their name should probably try to adhere to for credibility.

So what exactly does the "Australia New Zealand Food Standards Code – Standard 2.5.1 – Milk"
(https://www.legislation.gov.au/Details/F2015L00462) Say about Milk?

Definitions

Note           In this Code (see section 1.1.2—3):

                                      milk means:
                                                  (a)        the mammary secretion of milking animals, obtained from one or more milkings for consumption as liquid milk or for further processing, but excluding colostrums; or
                                                  (b)        such a product with phytosterols, phytostanols and their esters added.


They go one step further to say that the requirement is that "A food that is sold as ‘milk’ must be milk."

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The Official Auki Henry: Advertising Standards Bureau dilutes Milk Standards
Advertising Standards Bureau dilutes Milk Standards
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