Core Viewpoint - The article highlights the marketing practices of various children's milk powder brands that exploit parents' height anxiety by making exaggerated claims about their products' ability to promote growth, raising concerns about misleading advertising and potential regulatory violations [1][2][6]. Group 1: Marketing Practices - Several brands, including Mengniu and Yipin, are promoting children's milk powder with claims such as "monthly growth of 2 cm" and "helping children grow taller" [1][6][14]. - Mengniu's "1.88m children's milk powder" has been criticized for suggesting that it can enhance children's height based on questionable research data [2][5]. - Other brands like Qigao and Beiyinmei also use similar marketing tactics, with slogans that imply height enhancement [12][14]. Group 2: Controversial Claims and Data - Mengniu's promotional claims were found to misquote a research report from the China Student Nutrition and Health Promotion Association, which denied the existence of the cited data [2][3]. - The article mentions that some claims, such as "14.9% growth in height over 28 days," are based on unpublished animal studies, raising questions about their validity [5][15]. - The use of "initial colostrum alkaline protein" (CBP) as a key ingredient is highlighted, but its effectiveness in promoting height is not scientifically substantiated [15][16]. Group 3: Regulatory Concerns - The marketing strategies of these brands may violate multiple laws, including the Food Safety Law and Advertising Law, as they imply health benefits that are not approved for regular food products [17][18]. - Previous cases, such as Abbott's penalties for similar misleading claims, indicate a pattern of regulatory scrutiny in this sector [17][18]. - Experts suggest that the industry should establish clearer standards for children's milk powder and enforce stricter regulations to prevent misleading marketing [19]. Group 4: Industry Dynamics - The high profit margins associated with children's milk powder, often priced significantly higher than regular milk powder, drive companies to adopt these aggressive marketing strategies [18][19]. - The children's milk powder market is seen as a new growth area, with expectations of reaching a scale of 50 billion yuan, prompting many brands to enter this competitive space [18][19]. - Analysts emphasize the need for scientific rigor in product claims to build long-term brand credibility and consumer trust [19].

然而，这类看似权威的数据宣传却遭遇"翻车"。据智通财经等媒体报道，中国学生营养与健康促进会的 工作人员表示，其研究报告中从未出现过这一数据表述，并认为该宣传"不合适、不准确"。 没有先天基因只能后天补，1米80、1米88、1米99……最近，一些奶粉商家瞄准了家长们的"身高焦 虑"，在宣传中打起了"擦边球"。 中国新闻网《民生调查局》记者调查发现，市场上以"长高"为卖点的儿童奶粉远非个例。在一些平台 上，蒙牛一米八八儿童奶粉直播间里，主播暗示饮用该奶粉能让孩子长高；宜品长高高儿童成长奶粉直 接宣称"月涨2公分"；高骼、原始黄金等品牌也以"助力高个""冲刺180"等口号吸引家长；还有一些企业 巧妙植入"身高暗示"，如飞鹤的"乐高高"、贝因美的"1米九九"等。 蒙牛一米八八儿童奶粉被指篡改研究数据做宣传 据媒体报道，有消费者反映，蒙牛一米八八儿童成长配方奶粉的带货主播在直播间暗示饮用该奶粉能让 孩子长高，但产品宣传中所引用的研究报告数据存在引用不当问题。 "男生170向175爆发，女生160向165冲刺""助力孩子成长30%"……记者近期调查发现，在某平台蒙牛一 米八八儿童奶粉的直播间里，主播不断重复着这些极具诱惑 ...