In a national billboard, print and online advertising campaign in March 2012, Wyeth (part of Pfizer, in the process of being purchased by Nestlé) promoted its formula in a series of advertisements showing mothers with young children under headlines: "What's the best milk after Kate's?", "What's the best milk after Lisa's?"etc. Following complaints by Baby Milk Action and other groups and individuals, the Advertising Standards Authority (ASA) has ruled the answer is NOT SMA formula. In a ruling published today it warns Pfizer not to repeat the advertisements after finding: "the ads misleadingly implied that follow-on milk was the best alternative to breast milk" and "the ads misleading implied that SMA Follow-on milk was superior to other follow-on milks". Further details at: http://info.babymilkaction.org/pressrelease/pressrelease19sep12