'Global brands at times wrongly implicated by media'

Crisis Response - Industry professionals praise Nestle and Dairy UK for quick response to the scandal.

The general PR handling of such a sensitive issue as contaminated baby milk has been praised by industry PROs.

Regester Larkin Hong Kong's managing consultant Caitlin West said Nestle's quick response had been effective. 'Nestle has had to battle with the historic issue of its marketing techniques surrounding baby milk. In this instance, it needed to adopt a low-key approach because it was questioning the quality of its products rather than its marketing,' she said. 'While it needed to get across the message that its products were safe, it didn't want this to become a Nestle issue, because it had been cleared.'

Meanwhile, College Hill managing partner and head of risk management Chris Woodcock commended industry body Dairy UK for its response to the crisis and advice to stakeholders and consumers.

'Dairy UK has done a good job in this country, in difficult circumstances. Its advice, both direct and via the Food Standards Agency, about the lack of risk in Europe has been clear and emphatic.'

She added: 'As is often the case in such food scares, European regulatory requirements are quite different from those in Asia. This fuels confusion and media misinterpretation, with global brands sometimes wrongly implicated.'

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