Shown on Nepali TV, the advert suggested that Maggi Noodles helped build strong bones and muscles. A boy playing tug-of-war with his friends ran in to see his mother, who explained to him: "Maggi is the best because it has essential protein and calcium that help to build strong muscles and bones." On-screen graphics depicted a yellow glow over a bicep and a knee, implying that those areas of the body were helped by the product.
In a statement, Nestle said: "We rigorously ensure that all health claims made on Nestle products comply with local legislation. The advert had been approved for broadcast and complied with the necessary legal requirements in Bangladesh, the market the advertisement was intended for. "It was never intended for transmission in the UK."
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