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Our research with @1stepsnutrition is out today - parents experiences of formula milk marketing in the UK.
Report here: https://bit.ly/3kvMSRn
Infographic here: https://bit.ly/34v9yLX
Blog here: https://professoramybrown.co.uk/articles/f/formula-milk-advertising-widely-seen-still-confusing-families
Report here: https://bit.ly/3kvMSRn
Infographic here: https://bit.ly/34v9yLX
Blog here: https://professoramybrown.co.uk/articles/f/formula-milk-advertising-widely-seen-still-confusing-families
Two thirds saw adverts for first stage infant formula. Regulations prevent the advertising of this formula but allow adverts for follow on / toddler formulas.
This means potential breaches but also likely adverts for follow on /toddler milks being mistaken for infant formula
This means potential breaches but also likely adverts for follow on /toddler milks being mistaken for infant formula
In countries where infant formula can be promoted, the % of adverts for follow on milks is far less. Yet here parents were seeing adverts everywhere: bus stops, cinema & all over social media which we know was issue during lockdown. See here https://bit.ly/2TqS5y4 @DoctorChrisVT
Brand decisions were driven by price. More expensive formulas seen as better despite little difference in content. Parents worrying about not being able to afford these milks. Something @C4Dispatches highlighted last year @CoopVicki @BB_Shel see here: https://bit.ly/34sCxzP
Advertising slogans around impact on health or development or added ingredients also leading parents to buy certain products despite little evidence these work... yet are often more expensive... see previous point. See paper here https://bit.ly/3kylPVt
Follow on formula was seen as more advanced and therefore necessary, sometimes under 6 months. Follow on formula is an unnecessary product. First stage infant formula is all a formula fed baby needs until 12 months old. See here http://www.babymilkaction.org/archives/704
Recent research shows that industry use deliberate marketing tactics that lead to these decisions. They admit to making vague claims and categorising mothers into those who buy products due to scientific claims & those who prefer slogans around happiness https://bit.ly/2J6ggjk
We also found that around half of mothers who were using formula did not feel confident in some aspect of using it e.g. how much to give, how to best prepare etc. Guidelines state that all families should be supported however they feed their baby...
...so we need to work out how that information and support isn't reaching parents. See guidelines here https://www.unicef.org.uk/babyfriendly/baby-friendly-resources/bottle-feeding-resources/guide-to-bottle-feeding/
This isn't a criticism of using formula but the tactics used to promote it.
It is clear we need stronger regulation of marketing as currently follow on / toddler regulations being used as a loophole to market inaccurate messages.
It is clear we need stronger regulation of marketing as currently follow on / toddler regulations being used as a loophole to market inaccurate messages.
Parents deserve accurate information and support that is free from industry manipulation, however they feed their baby. Misleading claims or pricing structures should not be allowed.
