Letter: Feeding time

From Mr Andrew Brown

Sir: The Advertising Association congratulates the Government on its responsible and principled im-plementation of the Infant Formulae and Follow-On Formulae Directive (Letters, 3 March). All advertising is governed by restrictions, and the regulations applying to the advertising of baby milk products are particularly stringent. It is legitimate for manufacturers to inform mothers who cannot or do not wish to breast-feed, about infant formulae, while always stressing the superiority of breast-feeding. The advertising is restricted to publications specialising in baby care and distributed only through the healthcare system and scientific publications.

A ban on advertising would have resulted in manufacturers being prohibited from advertising a legally available product or supplying consumer information on the latest product advancement, leaving mothers unable to make an informed decision on infant nutrition.

Yours sincerely,

ANDREW BROWN

Director General

The Advertising Association

London, SW1

6 March