Companies will no longer be able to promote infant formula with health claims likening formula to breast milk, suggesting consumption helps build a child’s natural immune system or that additives such as long chain polyunsaturated fatty acids (LCPs) are important for development, following fresh guidance issued to the UK’s Trading Standards body.
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LACORS (Local Authorities Coordinators of Regulatory Services) has updated guidance, first issued in 1997 following the adoption of the Infant Formula and Follow-on Formula Regulations of 1995, governing what health related claims can be made in relation to infant formula.
Les Bailey, of LACORS, said: “The Department of Health has a policy to encourage breastfeeding because of its proven health benefits. It contains beneficial antibodies not found in infant formula. The new rules specifically relate to infant formula, which is designed as an alternative to breast milk in the first four to six months of life. The aim is to ensure that new mothers are not unduly influenced when deciding their feeding practices.”
Common claims that will no longer be permissible include: ‘Now even closer to breast milk’, ‘Prebiotics support natural defences’ and ‘Helps brain and eye development’.
Health campaigners have hailed this step as a major victory.
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By GlobalDataMike Brady, campaigns and networking coordinator at Baby Milk Action, said: “This is a major victory for infant health and will protect all mothers. Mothers have a right to accurate and independent information, whether they breastfeed or use formula.
“However it appears that companies will only make the change to infant formula labels and will not stop the misleading claims which appear on follow-on formula and in advertising which promotes the brand names for the full range of products. If the government is serious about protecting a mother’s right to independent information and achieving its targets for increasing breastfeeding rates, then it has ensure that these claims are stopped and that the revised legislation outlaws all promotion of baby milks wherever it occurs.”
