The Food Standards Agency and the Department of Health have published an independent review looking at the effectiveness of controls on the advertising of follow-on formula.
In 2007, the then Minister of State for Public Health, Dawn Primarolo, announced new regulations on infant formula and follow-on formula. The purpose of this review was to assess whether the new controls on the way in which follow-on formula is presented and advertised have been effective in making clear to parents/parents to be and carers that advertisements for follow-on formula are meant only for babies over six months and are not perceived or confused as infant formula advertising, which is prohibited
The Review found that the controls are having the desired effect in the main, but some adverts are not always clearly understood as being for follow-on formula rather than infant formula.
The Review is available to download from the Food Standards Agency website.