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Formula Labelling in the United Kingdom: Manufacturers' Compliance With the Code, UK Law and Guidance Notes

Maiko Kamata1, Catherine Pereira-Kotze2, Marko Kerac1

  • 1London School of Hygiene and Tropical Medicine, London, UK.

Maternal & Child Nutrition
|January 31, 2025
PubMed

Insights

UK infant formula and follow-on formula labels show low compliance with marketing regulations. Many labels violate UK law, guidance, and the International Code of Marketing of Breastmilk Substitutes, indicating inappropriate marketing practices.

Area of Science:

  • Public Health
  • Nutrition Policy
  • Consumer Protection

Background:

  • The International Code of Marketing of Breastmilk Substitutes aims to prevent inappropriate marketing of infant formula and protect infant feeding practices.
  • UK legislation partially incorporates the Code, but concerns remain regarding the marketing of infant formula (IF) and follow-on formula (FoF).

Purpose of the Study:

  • To assess the compliance of UK infant formula and follow-on formula labels with the International Code of Marketing of Breastmilk Substitutes, UK law, and Department of Health and Social Care (DHSC) Guidance Notes.
  • To identify specific areas of non-compliance in infant formula and follow-on formula labelling.

Main Methods:

  • A systematic assessment of 57 infant formula and follow-on formula labels collected from websites, shops, and online retailers in July-August 2022.
  • Development of three labelling checklists to evaluate compliance against the Code, UK law, and DHSC Guidance Notes.
  • Comparison of compliance scores across different regulatory frameworks, formula types, and brands.

Main Results:

  • Overall compliance was low: 50% with UK law, 32% with DHSC Guidance Notes, and 40% with the International Code.
  • No labels fully complied with provisions against idealising text/images, specific nutrition/health claims, and cross-promotion.
  • Significant violations were observed across all assessed regulatory frameworks, formula types, and brands.

Conclusions:

  • UK infant formula and follow-on formula labels frequently violate marketing regulations, indicating inappropriate commercial influence on infant feeding.
  • There is a need for stronger enforcement and enhancement of UK law to align with the International Code.
  • Improved regulation is crucial to protect breastfeeding, support safe formula feeding, and reduce commercial pressures on caregivers.

Keywords:
CDH (Commercial Determinants of Health)International Code of Marketing of Breastmilk Substitutescommercial milk formulaenforcementinfant feedinglabellinglegislationmarketingmonitoringregulations

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