Infant formula ads 'should be banned'

A coalition of charities is demanding infant formula be treated like tobacco and subjected to a total advertising ban in the United Kingdom. The National Childbirth Trust, Save The Children and Unicef blame advertisements for many mothers abandoning breast feeding before the recommended six months. They want the government to extend a ban on infant milk adverts to include "follow-on" milks for older babies. England's policy on the promotion of formula milk is currently being reviewed by the Food Standards Agency. At present, companies are not allowed to advertise formula milk for babies under six months. But they are allowed to promote so-called follow-on milks, a range for children aged between six months and two years.

The charities accuse baby milk companies of using their follow-on milks to promote their products for younger infants by giving them the same name and logo so as to make them "virtually indistinguishable" to parents. "In similar ways to how tobacco companies found their way through loopholes in legislation restricting the advertising of cigarette promotion, formula milk companies are finding ways to exploit ambiguity in the law and to continue aggressively marketing their products to parents," says Belinda Phipps of the NCT.

Bonnie - I do not agree with a total ban, because there will always be some loophole to exploit. Why not spend megabucks for breastfeeding public service announcements? If they can find famous people who have or are currently breastfeeding to participate, they could help turn things around.