No ban on follow on milk advertising

[cmotdibbler]

BBC news article

I've read the guidance notes on the new regulations quickly, and it seems that they are taking a strong stance on packaging (no pics of cuddly toys, building blocks), and differentiating between formula and follow on milk (must be different labels, displayed in shops separatly).
The def of what would be advertising does include editorial content and celeb endorsement, and now covers their websites.

another small step in the right direction I suppose
what does the guardian mean by ""Claims such as "closest to breastmilk" must also be removed from packets, but new guidelines on ingredients mean the milk could be nutritionally superior."" - superior to breastmilk????

Oh, the short-sighted idiot fuckwits!

As for "nutritionally superior" - be interesting to see the research for that one!

The award for missing the point spectacularly goes to Public Health Minister Dawn Primarolo.

As for "The decision is a blow to organisations opposed to bottle feeding" - actually, maybe whoever wrote this article could wrestle the award from Dawn Primarolo... It's not ABOUT being opposed to bottle feeding, ffs!

And Roger Clarke - disingenuous or thick, I'm not sure which.

"There were already stiff restrictions on the advertising of milk for newborns. The new regulations close a final avenue of promotion via the health service, but this was in any event thought to be little used by manufacturers"

Does that mean no more infant formula ads in professional journals? [hopeful] Little used, my ARSE!

Good if it covers websites though. Maybe the piece of shite film on Cow & Gate's site will be pulled then.

'Nutritionally superior' to what exactly?

And I eagerly await a change in the packaging of follow-on milk to distinguish it completely from 'breastmilk substitutes'.

I get the feeling I may be waiting some time though.

Will put the kettle on.

I would like "to complement breastfeeding" removed from the packaging, really. It rarely does, especially in the early days!

Oh yes, and what about Aptamil's claim to be 'the best infant milk'?

hunker - the article has been changed, I think, to remove the rubbish about 'opposed to bottle feeding'....it ain't there now, anyway.

The thing about closing off the avenue via the health service means that whereas before, they could promote formula to mothers within hospitals and clinics (and they used to do this at one time) they won't do this any more. It will not mean they can't advertise to HCPs in their journals and so on.

I think I saw in the guidance notes, that apart from the required statement that bf is best etc, there is not allowed to be any mention of breastfeeding or breastmilk at all.
Advertising is only to be allowed in scientific journals - theres no definition of how much peer reviewed content constitutes this, but from the consultation notes it seems that there are HCP magazines that have been carrying a lot of advertising which will not be allowed to continue.

Tiktok, I've just saved the original article - interesting if it's been changed - will refresh in a mo.

More here on the Food Standards Agency site

"a general requirement that no product other than infant formula may be marketed or otherwise represented as suitable for satisfying by itself the nutritional requirements of normal, healthy infants during the first months of life until the introduction of complementary feeding"

and "Tighter rules on the labelling of all types of formulae. We are updating labelling rules to clarify that follow-on formula should only be used by infants from six months of age (the current directive in force today specifies that follow-on formula can be used from four months. Also, only a small number of approved health and nutrition claims will be allowed on formula milk."

and "Infant formula is a product that satisfies, by itself, the nutritional requirements of babies from birth. Follow-on formula is a liquid complementary food that can be used as part of a baby's weaning diet from six months of age."

I wonder what they'll do about formula manufacturers selling jars as being suitable from 4m given the above?

oh noooo - they can't change the packaging for the follow-milk - I'll get all confused when I make the switch for DS3 (it's almost £1 cheaper a tin - so it's that basis which is prompting me to think about swapping - I'm not foolish enough to believe that it's any "better" for him".

They won't do it before February, QoQ.

And I think the idea is the packaging will be LESS confusing, so I'm sure you'll cope!

it's not confusing for me - when I drag the 3 Ds's round Morrisons in my blonde, motherhood induced daze the SMA White is next to the gold, and the follow on (with big red writing) is next to that........I'll be utterly confused if they change the packaging and move it.......like when they moved the sliced meats from the aisle where the cheeses used to be - got all flustered and managed to home without most of the shopping I went for

It says in the consultation response document that non milks are outside the scope of this legislation and is dealt with elsewhere - whether that means that they will be changing that is anyones guess.
The guidance notes (which are what is used practically to enforce legislation) are at draft guidance