The UK’s Competition and Markets Authority (CMA) has called for greater transparency in the marketing of infant formula to assist parents.
The CMA’s recommendations follow an in-depth study by the regulator, which previously indicated that parents in the UK are “paying over the odds” for baby formula products.
In the findings released today (14 February), the CMA suggested standardising product labeling. This includes placing branded formula into non-branded containers and offering a white-label NHS product to help mitigate the influence of marketing on parents’ choices, particularly in hospitals.
Furthermore, the CMA emphasized the need for clearer labeling and enhancing in-store and online shopping experiences. They recommended that all infant formula brands be displayed together in retail environments, separate from other types of formula milk, facilitating quick and straightforward price comparisons.
Moreover, all packaging should “clearly display” information about nutritional adequacy. The regulator stated that any claims that cannot be easily validated or are vague should be prohibited.
Moreover, the CMA recommended banning advertising for follow-on milks, including price promotions and deals.
Nevertheless, the regulator has chosen not to advocate for measures such as establishing a maximum price for infant formula.
The CMA cautioned that price controls “involve significant risks” as they could inadvertently lead to price increases, thereby “resulting in some parents missing out on cheaper options in the market.”
According to CMA chief executive Sarah Cardell, “Every parent wants to give their baby the best possible start in life. Many who need or choose to formula feed, pick a brand at a vulnerable moment, based on incomplete information, often believing that higher prices must mean better quality. This is despite NHS advice stating that all brands will meet your baby’s nutritional needs, regardless of brand or price.”
“Our proposals are designed to help parents make the best choices for them and their babies, with access to better information while improving the effectiveness of the existing rules.”
The CMA also recommended implementing stronger regulations on advertising and labeling.
To alleviate the financial burden on parents, the CMA proposed allowing the use of vouchers, gift cards, and loyalty points for purchasing formula.
Finally, they urged stricter enforcement of current and future rules. The CMA recommends that relevant authorities must approve all infant-formula packaging before it reaches the market, preventing companies from selling products with unchecked information.
