Baby milk adverts banned to encourage breast feeding

My Account
Logout

Create an Evening Standard Account

Use your social network

Save time by using your existing account to sign in to Evening Standard

We'll never share your information or post anything to your account without your permission

Welcome! Sign in here

Use your social network

Save time by using your existing account to sign in to Evening Standard

We'll never share your information or post anything to your account without your permission

Forgot your password ?

Registration

* indicates fields that are mandatory

Email *

Password *

Confirm Password *

First name *

Surname *

Postcode *

Country *

Mobile phone number

Username *

Gender *

Year of birth *

When you sign up...

You will have access to all our online competitions, discounted offers and can post comments on our site.

You will also receive The Weekender newsletter sent every Thursday - it’s full of fantastic offers and ideas for the weekend. You can update your email preferences in your account page when you log in.

Other newsletters and emails

Homes & Property Newsletter - Yes I want to receive the weekly email with all the latest news on property in the capital

Occasionally we would also like to send you relevant emails detailing specific offers either from ourselves or carefully selected partners. If you would prefer not to receive these then please tick the appropriate boxes below. We will never pass on your details.

I do not want to receive additional offers and information from the Evening Standard

I do not want to receive additional offers and information sent by Evening Standard on behalf of carefully selected partners

Terms and Conditions

* I have read, understood and agree to be bound by the terms and conditions of Evening Standard

Registration

Mail Sent for Registration Confirmation.

A confirmation email has been sent. Please activate your account by clicking on the activation link sent in your mail box.

They will be permitted to promote the product - known as infant formula - only in trade magazines and scientific journals.

Under new rules prompted by an EU directive, TV and print adverts for follow-on formula, aimed at infants over six months, will be subject to tighter restrictions but not banned.

Firms will not be allowed to include pictures or text comparing the products to breast-milk, and follow-on formula adverts must not lead parents to the maker's infant formula products.

Announcing the rules yesterday, public health minister Dawn Primarolo said the aim was to keep the public informed about feeding options without detracting from the "breast is best" message.

Miss Primarolo said: "The Government is trying to encourage breast-feeding because of the benefits to the mother and baby.

"But we recognise that not all mothers either choose or are able to breastfeed the baby."

However the restrictions, which come into force in January, fall short of the complete ban on all infant formula and follow-on formula advertising demanded by campaigners.

Frances Day-Stirk, of the Royal College of Midwives, said: "We are calling for a complete ban on promotion of breast-milk substitutes, so it is a little disappointing that this has not been implemented."

Infant formula advertising is already heavily restricted but is currently permitted in leaflets given out by the Health Service.

That loophole will be closed when the EU directive comes into force.