The UK watchdog outlined measures aimed at improving the transparency and reducing costs in the infant formula milk sector. Credit: 279photo Studio/Shutterstock.

The UK’s Competition and Markets Authority (CMA) has called for greater transparency for parents around the marketing of infant formula.

Recommendations issued by the CMA follow a study conducted by the regulator, which had said in a previous interim report that parents in the UK were “paying over the odds” for baby formula.

In its findings issued today (14 February), the CMA suggested standardising the labelling of products, such as placing branded formula into non-branded containers or offering a white-label NHS product, to reduce the impact of branding on parents’ decision-making, particularly in hospitals.

Additionally, the CMA called for clearer labelling and improved in-store and online shopping experiences.

The CMA recommends that all infant-formula brands be displayed together in stores, separate from other formula milks, to enable quick and easy price comparisons.

All packaging should “clearly display” information on nutritional sufficiency, while claims that are intangible or cannot be easily checked by parents should be banned, it said.

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Advertising for follow-on milks, including price promotions and deals, should also be banned, the watchdog added.

However, the regulator opted not to recommend measures such as setting a maximum price for infant formula.

The regulator warned that price controls “involve significant risks” as they could inadvertently push up prices, “resulting in some parents missing out on cheaper options on the market”.

CMA chief executive Sarah Cardell said: “Every parent wants to give their baby the best possible start in life. Many whom 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 sharpening the effectiveness of the existing rules.”

The CMA also recommended stronger regulations on advertising and labelling.

To ease the financial burden on parents, the CMA proposed allowing the use of vouchers, gift cards, and loyalty points when purchasing formula.

Finally, the CMA urged stricter enforcement of current and future rules. It recommends that relevant authorities must approve all infant-formula packaging before it reaches the market, preventing companies from selling products with unchecked information.