Some Formula Ads Banned in U.K.
Government: Breast Milk is Better
Monday, March 12, 2007
Ads that tout the health benefits of baby formula are being banned in England.
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The censorship is aimed at promoting breastfeeding for infants. The ban covers advertisement that is truthful but undermines breastfeeding, the Daily Mail newspaper reported Monday (March 12, 2007).
“The aim is to ensure that new mothers are not unduly influenced when deciding their feeding practices,” said Les Baily of the British Local Authorities Coordinators of Regulatory Services (LACORS).
Some of the slogans that will be prohibited under the new British Foods Standard Agency’s ban include:
“Closer than ever to breast milk.”
“Helps growth and the immune system.”
“Prebiotics support natural defenses.”
“Beta-carotene…to help maintain a healthy immune system.”
Any formula company that violates the ad ban could be fined 5,000 British pounds, or about $9,651 (U.S.).
Reaction to the censorship was muted.
“We would say the claims are fair and accurate, but the FSA has asked for a change and we will comply,” said a spokesman for Wyeth, a formula maker.
