Baby formula suppliers face tough new rules controlling the advertising and labelling of their products.
Under measures proposed by the Department of Health and the FSA this week, they will be banned from promoting infant formula altogether. They will also have to stop claiming on-pack that formula is "close to breast milk" in composition and will be forced to tell consumers in adverts that follow-on milk is only suitable for babies aged six months and older.
FSA head of nutrition Rosemary Hignett said action was needed because manufacturers had devised "back-door" ways to promote bottle-feeding for newborns by taking advantage of soft rules on the advertising of follow-on formula.
She cited a recent television commercial by SMA, in which a father promises to do his fair share of night feeding. The age of the baby in the commercial and the reference to night feeding suggested the formula was for newborns, she claimed, although the ad was, in fact, for follow-on milk.
This not only undermined the "breast is best message", said Hignett, but was confusing for parents, who may buy follow-on formula thinking it was for newborn babies.
"Our research shows some adverts don't, or choose not to, distinguish clearly between infant and follow-on formula, and in these cases we need to make sure parents are given the right information," she said.
"The nutrient composition of follow-on formula makes it dangerous for newborn babies. It contains more iron than they can process, so parents need to be aware of the differences."
Health and nutrition claims on-pack also face restrictions. Anything that could make people think bottle-feeding is the same as breast-feeding will be banned, including phrases such as "close to breast milk".
Manufacturers will also have to stop producing leaflets promoting infant formula and distributing them through the NHS.
The FSA said it would be asking "everybody to assist" by reporting breaches of the new rules during the first year after implementation.
The new rules, agreed at EU level, are now the subject of a consultation running until 13 February next year.
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