What they do know is nationally
advertised baby formula brands like Enfamil ® and Similac ® can be very expensive.
Not exact matches
And did you know store
brand formula, which costs up to 50 percent less than leading
advertised brands, ** is clinically proven to be just as well tolerated by
babies?
When Pfizer owned the SMA
brand,
Baby Milk Action won a case at the
Advertising Standards Authority proving its claim that it was the «best» follow - on
formula could not be substantiated (see: SMA
formula NOT «the best milk after Kate's» ASA ruling finds).
As efforts to implement the International Code of Marketing of Breastmilk Substitutes and Resolutions have made it harder for companies to directly
advertise infant
formula in many countries, companies have stretched the
brands and invented a whole range of
formula for older
babies and young children.
Prior to this, Nestlé said it would not
advertise milks for older
babies that had the same
brand as the infant
formula for use from birth.
The body of the JACEI report explains the policy and Instructions were actually weakened (paragraph 4.1): «However Nestlé's Operating Instructions were revised in 2010 and now permit the
advertising of
formula milk designed for
babies older than one year even when the
brand name is the same as that for infant
formula.
«Nestlé's Operating Instructions were revised in 2010 and now permit the
advertising of
formula milk designed for
babies older than one year even when the
brand name is the same as that for infant
formula.»
Local groceries also must not promote commercial
brand baby formula by preferential placement in the stores or direct
advertising.
Pfizer / Wyeth has another ruling against it today from the
Advertising Standards Authority (ASA) following a complaint brought by
Baby Milk Action, this time against an email campaign for its SMA
brand of
formula.
Companies will also need to ensure that carelines, websites or mother and
baby clubs, and any advertisements for these means of communication, supply only factual information to consumers and health care professionals and, where they constitute
advertising comply [with the regulations, that is, no
advertising of infant
formula,
brand names are not made the focus etc].
Nestlé weakened its policies in 2010 even further to allow
advertising for
formulas for older
babies to cross-promote infant
formula brands, something it had previously promised not to do.
Follow - on
formula (marketed for use from 6 months of age) and milks for older
babies can be
advertised and promoted — BUT this must not cross-promote infant
formula through similar
branding or by it not being obvious the product is for older
babies.