The decision comes as the COI pushes ahead with plans for a campaign to encourage milk consumption.
The nutrient-profiling system was criticised earlier this summer after Asda claimed that its ads for whole milk would fall foul of Ofcom rules prohibiting the TV advertising of foods high in fat, salt or sugar (HFSS) to children (Marketing, 20 June).
Asda's ads were not banned, but calculations it carried out had correctly indicated that whole milk would be classed as HFSS.
After discussions with the Dairy Council and Dairy UK, the FSA has now come up with an average calculation for milk from different seasons - its fat content
varies throughout the year - which means it can be advertised to children. An FSA spokeswoman said that this would override retailers' own calculations regarding the composition of milk.
The action by the FSA comes as the Milk Development Council begins a search for an ad agency, overseen by the COI, as it looks to urge more people to drink milk as part of a balanced diet.
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