If you look at the promotional literature of most popular brands of infant formula milk, claims of it being an alternative to breast milk is a definite read. These claims have been questioned by the Governments food standards agency, and have been termed 'most misleading' to new mothers.
To enable the correct information to new mothers and mothers-to-be, many breast milk activist groups have begun championing the cause of breast milk over formula milk. As per the recent enforcement from the Government's Food Standards Agency (FSA) and the national lead body for trading standards officers, LACORS, manufacturers of infant formula milk have been asked to do away with nutritional claims that seek to glorify formula milk; this would mean making changes in their marketing campaigns and in the packaging of formula milk.
The claims which read thus 'closer than ever to breast milk' and 'helps growth and the immune system' are to be done away with. This will mean that the packaging and marketing literature of popular brands like SMA, Farleys, APtamil, Cow and Gate etc will need to be altered, failing which the companies are liable to face prosecution.
Policy expert at LACORS, Les Bailey, said: 'The Department of Health has a policy to encourage breastfeeding because of its proven health benefits. It contains beneficial antibodies that are not found in infant formula. Various compositional claims, like closer to breast milk, found on packs of infant formula will no longer be allowed. They will have to go from packs and advertising. The aim is to ensure that new mothers are not unduly influenced when deciding their feeding practices. The legislation is framed in a way that it doesn't matter whether they are correct or not. It is designed to promote breastfeeding.'