hipp advert...learnt from the breast

[hubbabubbababba]

Hi all, I have seen this advert in a parenting magazine for Hipp organic stating they have "learnt from the breast" surely this breaks the code due to artificial milk not containing many of the qualities of breast milk? Surely I'm not the only one to be open mouthed about it?

Yes it breaks the WHO Code, hubba. But the Code is not law and it is broken every day and in every parenting magazine in the UK

I have complained about it, maybe other people will do the same? I'm not anti formula but I do think every woman has the right to make an informed choice.....this is not informed, its based on false claims.

i thought the code was law? i thought it wasnt before & was corrected

No, the Code has never been law in the UK.

We have a law, called the infant formula and follow on formula regulations.

There were some amendments to the regs in line with European legislation introduced in (I think) 2006, which among other things affected the most outrageous claims, like 'closest to breastmilk' and (IIRC) the manufacturers were given time to change their packs and sloganising.

The Hipp slogan would not break the law, so no point in complaining about it, IMO, 'cos why would they change it?

thanks