UK regulator calls for stricter infant formula marketing rules

UK – The UK’s Competition and Markets Authority (CMA) has called for greater transparency in the marketing of infant formula, recommending measures to improve consumer awareness and reduce costs.

A report by the regulator stated that parents in the UK are paying more than necessary for baby formula, with branding influencing purchasing decisions.

According to the CMA, proposed measures include standardizing product labelling and placing branded formula in non-branded containers or offering an NHS white-label product, particularly in hospitals.

The regulator also recommended clearer labelling and improved shopping experiences, suggesting that all infant formula brands be displayed together in stores, separate from other formula products, to allow for easier price comparisons.

The CMA advised that packaging should clearly display nutritional sufficiency information, while claims that are intangible or unverifiable should be banned.

It also called for a ban on advertising and price promotions for follow-on milks.

However, it stopped short of recommending price controls, warning that such measures could have unintended consequences, such as limiting access to cheaper options.

CMA chief executive Sarah Cardell noted that many parents choose formula at a vulnerable moment, often believing that higher prices indicate better quality.

“ Every parent wants to give their baby the best possible start in life. Many who need, or choose, to formula feed pick a brand based on incomplete information, despite NHS advice stating that all brands meet nutritional needs, regardless of price ,” she said.

The regulator also proposed allowing parents to use vouchers, gift cards, and loyalty points to purchase infant formula, aiming to ease financial strain.

Additionally, it recommended stricter regulations on advertising and labelling, with all infant formula packaging requiring approval before reaching the market.

The CMA stated that enforcement of these rules would ensure companies provide accurate and verifiable information, preventing misleading claims in the sector.