For the ASA ruling see:

http://www.asa.org.uk/asa/adjudications/Public/TF_ADJ_45205.htm

---Extract from ASA ruling on Nestlé Maggi Noodles

We considered that, because we had seen no evidence that the protein in Maggi Noodles would "help to build strong muscles and bones" we considered that the ad was misleading and that Nepali TV should not have broadcast it.

[...]

Because we had seen no evidence that the calcium in Maggi Noodles would "help to build strong muscles and bones", we considered that the ad was misleading and that Nepali TV should not have broadcast it in the UK.

---extract ends

Nestlé said there had not been any intention to broadcast it in the UK and the ASA noted that: "Nestle said the ad had been approved for broadcast and complied with the necessary legal requirements in Bangladesh."

Baby Milk Action commented that this shows how important health claims are as marketing tools for companies and how important it is to have minimum standards in a globalized world.