The UK has very strict laws on infant formula – but the research on feeding babies doesn't back them up 'Breastfeeding is best' is the rationale for all these laws 🔎 Analysis by StuartJRitchie
Imagine there’s a product in shops where the UK government heavily regulates the way its sold. You aren’t allowed to advertise it, nor are shops allowed to put it on a deal, for example, including it in a buy-one-get-one-free or a multi-pack. You can’t get reward points on your store loyalty card for buying the product. It can’t be displayed in windows or anywhere prominent in the shop, like near the checkouts.
You might think that I’m talking about something like tobacco or alcohol: substances that we know can be very damaging and dangerous and are thus subject to detailed laws about their marketing.Yes, that’s why you’ve never seen packets of powdered baby milk with a picture of a smiling baby or a happy family on the packet – and why you’ve never seen baby formula with “50 per cent off”. You’ll only have seen adverts for baby formula if it’s the “follow-on” milk aimed at older babies.
The downside is that it makes things harder for parents where the mother, for whatever reason, doesn’t breastfeed. Not only does it mean that the price of baby formula is artificially inflated, it increases the sense of guilt and shame for not breastfeeding: imagine you can’t breastfeed for medical reasons, but keep being reminded, every time you take out the box of formula powder, that “breastfeeding is best”.
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