The UK’s Food Standards Agency and Department of Health have urged infant formula manufacturers to make clearer in their advertising of follow-on milk that the product is aimed at babies over six months old.
The FSA and the Department of Health found that there is “not sufficient evidence” of confusion between infant and follow-on formula. However, they did suggest that manufacturers should “make changes to advertising” to make it clearer that follow-on formula is intended for older infants.
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“Some adverts are not always clearly understood as being for follow-on formula rather than infant formula,” the FSA suggested.
The advertising of infant formula is prohibited in the UK.
A spokesperson for the FSA emphasised that the review of infant formula marketing was in its “preliminary stages”.
“We are now waiting for comment from the Minister of Health, Gillian Merron,” the spokesperson added.
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By GlobalDataThe Department of Health was not immediately able to provide a timetable for when the Merron would review the report.
