Half Pint Pixie

I got a reply from the FSAI (Food Safety Authority of Ireland) today to my recent Cow & Gate complaint. And just in case I felt even a little bit special and listened-to, I soon discovered that many of my online buddies got the exact same, word-for-word, reply today. And it doesn’t really say much, what do you think? I’ve bolded the bits I think are especially interesting…

Thank you for your e-mail of complaint in respect to the current Cow and Gate advertisement for follow-on formula. The FSAI supports the National Breast Feeding Policy and recognizes the importance of breastfeeding in public health.

Infant formulae are breast-milk substitutes for infants in good health during the first four to six months of life and are designed to satisfy all the nutritional requirements of infants of this age. Follow-on formulae are intended for children over this age and as such form part of an increasingly diverse diet.

Although there are stringent regulations in respect to the advertising of infant formula these do not apply to follow on formula as long as it provides appropriate information the use of the product and does not discourage breast feeding.

Your concerns in respect to advertising of follow-on formulae and its impact on breastfeeding are shared by the FSAI. These concerns are supported by recent surveys carried out by the FSAI and also in the U.K, which appear to show that consumers do not differentiate between advertising of infant formulae and follow-on formulae. While further work is needed to investigate these concerns, the FSAI does not advocate the showing of advertisements which would serve to undermine a woman’s wish to breastfeed or National policy on the promotion of breastfeeding.

In addition to current regulation the World Health Organization’s International Code of Marketing of Breast Milk Substitutes provides more rigorous standards and many individuals and organizations have signed up to these on a voluntary basis. The FSAI continues to work with industry with the objective of achieving best practice in this area.

The FSAI has considered the issues raised in your letter and in the first instance will write to the company seeking a response to these concerns.

So does that say “we agree with your complaint, surveys agree on how misleading follow-on formula advertising is and yet all we are going to do is write to Cow & Gate and ask them nicely for their opinion?” or am I reading it wrong? And I’m fairly sure that the industry’s concept of “best practice” would differ significantly from the WHO’s! Hmmmm….

Ah well, we shall keep on complaining! And supporting the groups that put in so much effort to highlight these issues and push for legislation changes, such as Baby Milk Action & The Baby Feeding Law Group in the UK. Why not pop over to Baby Milk Action and buy something nice from their store, they have t-shirts, mugs, fridge magnets, calendars and lots, lots more – you might find some lovely Christmas presents there!

disclaimer: this is not an attack on parents who bottle-feed, this is about the companies involved and their often-illegal claims & advertising methods!

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