This company has been criticised for irresponsible advertising. In 2016 the UK Advertising Standards Authority (ASA) upheld complaints about a claim on Nuby's website by this company on the grounds that it breached advertising codes. The ASA concluded that evidence provided was not adequate to substantiate the claims that the toothpaste helped to prevent tooth decay amongst toddlers and that it was 99.99% effective against oral bacteria, including those that caused tooth decay, and therefore the ad was misleading. The ad was subsequently discontinued or modified.

This bottle and teat company is named and shamed in IBFAN's 2017 report, 'Breaking the Rules, Stretching the Rules 2017', evidence of violations of the International Code of Marketing of Breastmilk Substitutes, compiled from June 2014 to June 2017. The report covers 792 Code violations from 79 countries and by 28 companies.