Just look at what Cow & Gate is doing in Tesco supermarkets in the UK!
Though first remember that NUMICO, the transnational corporation behind the Cow & Gate brand, has been told by the Food Standards Agency that only claims permitted by the law can be used on labels of infant formula. The LACORS (Local Authorities Coordinators of Regulatory Services) guidance to Tradng Standards officers states that claims such as "Prebiotics supporting baby's natural defences" are non-compliant with the legislation. See:
There is also an Advertising Standards Authority ruling against prebiotics claims in a Cow & Gate follow-on milk advertisement which stated: "Our range of follow-on milks all contain a bunch of goodies called prebiotics to help build natural defences. Prebiotics are the special ingredients naturally found in breast milk, which of course is the best form of nutrition you can give your baby. But if you're not breastfeeding, our follow-on milks can still help your baby build strong defences." The evidence provided did not substantiate the claim. See:
Okay, so now to the reports we are receiving of Cow & Gate representatives in Tesco supermarkets pushing their formulas at customers, with stands, vouchers and prominent shelf talkers. Here is one:
If you are a regular reader of this blog it will come as now surprise to learn that despite all the above this includes the claim that Cow & Gate is 'with Prebiotic Care to support your baby's natural immune system'.
Is the law in the UK really so toothless? Yes, I'm afraid it is. If you look closely at this shelf talker you will see the small print says 'from 6 months to 3 years'. This enables the company to claim it is for follow-on milks not infant formula - though that is with it on the shelves. The UK law prohibits promotion of infant formula, but allows it for follow-on milks. Although the ASA has ruled against the claim in a follow-on formula advertisement it means nothing to the company.
The representatives are also handing out and displaying money off coupons with the claim that the formula helps 'support you baby's natural immune system throughout their early years'.
So the law is an ass and the draft revision of it prepared by the Food Standards Agency is little better.
With partners in the Baby Feeding Law Group and Breastfeeding Manifesto coalition, we are calling for the law to be strengthened. The Telegraph newspaper reports on this today. See:
Tomorrow is the deadline for submitting comments. See: