WOMEN are being given misleading messages about how to feed their babies because of a loophole in advertising law, campaigners said yesterday.
Regulations introduced in the UK in 1995 ban the promotion of infant formula milk for babies, but do not cover follow-on formulas, such as for those over six months old.
The United Nations Children's Fund (Unicef UK) and the National Childbirth Trust (NCT) said manufacturers were exploiting the legal loophole and women were confused by the advertising they saw.
The UK's health departments recommend exclusive breastfeeding for the first six months of a baby's life, and the advertising ban on infant formula was introduced in recognition of the importance of a mother's milk to their child....
....The UK has one of the lowest breastfeeding rates in Europe - almost a third of women in England and Wales never try to breastfeed, compared with just 2% in Sweden.
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