The UK’s Food Standards Agency and the Department of Health have set out stricter controls on the promotion, labelling and composition of infant and follow-on formula.

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The FSA said the controls would ensure all types of formula meet the nutritional needs of babies and that the marketing and promotion of such products will not undermine breastfeeding.


“Although breastfeeding is best, we recognise that many mothers choose to use formula milk and it’s important that measures are in place to protect them and their babies,” the FSA said.


The agency held a public consultation on the draft regulations earlier this year and today (21 November) published the responses received on its website. A 12-week public consultation on the draft statutory guidance notes has also begun and the FSA is seeking views from all stakeholders.


The measures include tighter rules on the labelling of all types of formula to clarify that follow-on formula should only be used by infants from six months of age (an increase from the current limit of four months). Only a small number of approved health and nutrition claims will be allowed on formula milk.

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There were also tougher restrictions preventing formula being advertised directly to parents and robust guidance for industry and enforcement authorities to correctly apply the new law. This includes ensuring that formula advertising does not use pictures or text comparing products to breast milk and does not feature babies that could be thought to be under six months (even if they are actually older).


FSA head of nutrition Rosemary Hignett said: “The guidance provides clear direction to industry on the action they must take in order to comply with the new regulations. The new controls will provide the protection that mothers and babies need and deserve.”