The Royal College of Midwives (RCM) has welcomed the recommendations in the Competition and Markets Authority (CMA) report into infant formula and follow-on formula, published today.
Clare Livingstone, Professional Advisor on Public Health and Policy at the RCM, said:
“We have long argued for plain packaging of formula milk to be supplied by the NHS, as distributing labelled bottles of the most expensive milks could be perceived by parents as an endorsement by midwives, which is not the case. By law, all infant formula in the UK must meet the same standards, so no brand is nutritionally superior to another.
“The introduction of plain packaging will support midwives and maternity support workers (MSWs) to provide impartial advice to women who choose to use formula. There has been a dramatic increase in the cost of formula milk, and this can potentially lead to harmful feeding practices, including watering down feeds or giving inappropriate milks.”
Infant formula is an essential, non-substitutable product for parents and carers who need or choose to use it. The CMA found that the desire to purchase a premium brand is ‘felt particularly strongly amongst mothers who had hoped to exclusively breastfeed’.
Clare added:
“At present, the UK doesn’t fully comply with the WHO Code of marketing breastmilk substitutes, so further tightening of restrictions on advertising, including extending these to follow-on formula, is very welcome.”
Guidance from the World Health Organization (WHO) recommends exclusive breastfeeding for the first six months of a baby’s life to support a lifetime of health benefits for both mother and baby. However, the RCM believes that women should be at the centre of their own care and, as with other areas of maternity care, midwives and MSWs should promote informed choice when it comes to infant feeding. If, after being given appropriate information, advice and support on breastfeeding, a woman chooses not to do so, or to give formula as well as breastfeeding, her choice must be respected and supported.
Clare concluded:
“We were pleased to take part in the CMA inquiry, so that we could reflect the experiences and concern members have shared with us over the difficulties faced by parents in their care who are experiencing financial hardship. It’s crucial that women who choose to breastfeed are given as much support as possible to start and sustain it. Equally, parents of infants who are formula-fed, whether exclusively or partially, should be provided with the support and information they need to enable them to do so safely and to encourage the bonding process with their babies.”
ENDS
