Europe UK (Commonwealth Union) – A recent study conducted by the University College London (UCL) has found that baby formula manufacturers are marketing their products, by applying methods not on par with the guidance received from the Department of Health and Social Care (DHSC).
Another recent global study raised similar concerns and pointed out that under half of infants across the world are being breastfed as recommended by World Health Organization (WHO) guidelines, while milk formula sales have been increasing.
The study, which was published in the journal Public Health Nutrition, analyzed the wording and images from 71 formula products across UK supermarkets together with pharmacies.
The baby formula text and images face regulations to prevent them from deterring breastfeeding. The legislation in place is in broad terms, with increased detailed DHSC guidance with the aim of assisting companies follow regulations.
Findings of the study, observed that 67 percent of infant formula packs had images going against the DHSC guidance, as they could idealize the utilization of formula. They consisted of images of baby animals, toys, cots as well as graphics representing nursing mothers.
Meanwhile, a significant minority of packs showed health claims (18 percent) and nutritional claims (41 percent) going against the guidance.
“The legislation needs to be far more specific to prevent companies from bypassing guidance to promote infant formula. Parents must be supported in making infant feeding decisions based on their own and their family’s needs, without commercial influence,” explained Senior author of the study Dr Clare Llewellyn of the UCL Behavioural Science & Health.
Exclusive breastfeeding is recommended for the 1st 6 months of baby life. In spite the health advantages of breastfeeding being well established, the UK has one of the least rates of breastfeeding when compared to other parts of the world (1 percent of babies are exclusively breastfed for the 1st 6 months, compared to 19 percent in the US and 18 percent in the Netherlands).
