Milk slices, misleading advertising

Milk slices, misleading advertising

Great Italian Food Trade continues the battle against milk sounding, through reports to the IAP (Istituto Autodisciplina Pubblicitaria / Self- regulation Advertising Council) of Inalpi’s misleading advertisement on its melted cheese, named as ‘Fettine di latte’ (lit. Milk Slices’).

Once again – as it was the case for Galatine sweets – we report the deceitful reference to ‘fresh pasteurized milk’ on the label of food products in which the nature and nutritional values are highly different.

The case of ’sliced milk‘ is equally emblematic. Given that the consumer is led to confuse the essential role of milk in the individual diet (1) with a product where it is present, furthermore alongside other ingredients, (2) in such a form that cannot be compared with the raw material. It is indeed a ‘melted cheese‘, (3) whose status on the food pyramid is nowhere near fresh milk.

From a nutritional standpoint, the ’milk slices’ deserve particular attention because of their excessive levels of salt, measured in 3 g every 100 g of product. This means 60% of what is considered by the WHO (World Health Organization) the daily limit an adult should not exceed, which should be 5 g. (4)

Sliced melted cheese – as much as candy sweet s- must not and should not be presented as substitute products of milk. Which is what is being done, in both cases, through misguided marketing campaigns, that serve no educational purpose and are deceitful:

– the Galatine sweets, as previously reported, brag about the equivalent of its 80% in fresh pasteurized milk instead of the average 33 to 40% of powdered milk those candies usually contain,

– Inalpi’s melted cheese is even presented with the name of its raw ingredient, claiming the presence of ‘140gr per 100gr of finished product’. (5) To the point that it persuades a parent to believe that 4 slices of melted cheese are equivalent to a glass of fresh milk (!).

Tastiness and authenticity of these products is not under discussion here, may this be clear. Products made in Italy are safe by definition, as they undergo an effective public and official control system, as well as their own self monitoring of operators, diligently supervised. But commercial advertising must be ‘clear, honest and correct’. (6)

We confidently await the IAP’s (Self- Regulation Advertising Council) response, distinguished and renowned on a European level for its authority and operational efficiency. So to allow a short notice correction of these messages or integrate several respects of liability.

Dario Dongo


  1. Visit a consent document is hereby cited on ‘cow’s milk, its role as food for human consumption and its effects on health’, published by Cra-Nut in June 2017 on
  2. Such as ‘cheese, butter, emulsifying salts (sodium citrate), salt, acidity adjusters (citric acid)
  3. Melted cheese’, at the very least, is the name of the food product offered by the producer. On whose legitimacy and correctness doubts have already been expressed. See
  4. Galatine sweets have been, in their turn, placed at the peak of the food chain because of their excessive sugar and carbohydrates levels
  5. How is it possible to put 140 g of liquid into 100 g of solid food that also contains other ingredients? Inevitably through an heat treatment which alters its physical state by evaporation
  6. According to the Code in Self-Regulation Advertising, article 1. In line with the EU regulation 1169/11 (art. 7 and 36) and the Consumer Code (Italian law No. 206/05, art. 20, 21)
  7. See ’The food label’ ebook, from the author, available free of charge on

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