Formula Labelling in the United Kingdom

Manufacturers' Compliance With the Code, UK Law and Guidance Notes

Bibliographic Data

ID15535562
AuthorsMaiko Kamata (London School of Hygiene & Tropical Medicine), Catherine Pereira‐Kotze (0000-0003-3061-6511, First Steps Nutrition Trust London UK), Marko Kerac (0000-0002-3745-7317, London School of Hygiene & Tropical Medicine), Victoria Sibson (0000-0001-5189-8883, First Steps Nutrition Trust London UK, corresponding author)
Year2025
Volume21
Issue2
Pagese13794-e13794
Publication date2025-01-31
Open AccessYes
TypeARTICLE
VenueMaternal and Child Nutrition (JOURNAL)
Journal identifiersISSN: 1740-8695 • E-ISSN: 1740-8709
PublisherWiley (PUBLISHER • GB)
DOI10.1111/mcn.13794
PMID39888197
OpenAlexW4407006002
LanguageEN
References cited18

The International Code of Marketing of Breastmilk Substitutes ('the Code') was established to protect babies and young children from inappropriate marketing of formula milk, bottles and teats and avoid undue commercial influence on caregiver infant feeding practices, including undermining breastfeeding and safe and appropriate formula feeding. UK law encompasses some but not all of the Code. To address persisting concerns about the marketing of infant formula (IF) and follow-on formula (FoF), we assessed labelling compliance in the UK against relevant provisions in the Code, UK law and Department of Health and Social Care (DHSC) Guidance Notes which interpret UK law. Data were collected during July and August 2022 by taking pictures of labels from company websites, in shops and online. We developed three labelling checklists to systematically assess compliance and to compare compliance scores between the regulatory frameworks, formula types and brands. We assessed 57 labels (n = 32 IF and n = 25 FoF) and found low overall compliance: 50% complied with UK law, 32% with Guidance Notes and 40% with the Code. None of the labels complied with provisions prohibiting idealising text and photographs, nutrition and health claims (where relevant) and cross-promotion between formula types. In conclusion, UK IF and FoF labels violate many of the provisions of all three regulatory frameworks. This is evidence of inappropriate marketing. The UK law should be better enforced and strengthened in line with the Code to protect breastfeeding, support safer, appropriate formula feeding and lessen commercial influence on infant feeding practices

Breastfeeding · Code (set theory · Compliance (psychology · Computer security · Infant formula · Promotion (chess · SAFER · Breastfeeding Practices and Influences · Food Security and Health in Diverse Populations · Law · Medicine · Psychology · Public Health and Nutrition · Social Psychology · Pediatrics