• Sweden edition
 
Sweden mulls banning babies in formula ads

Sweden mulls banning babies in formula ads

Published: 07 Nov 2012 14:54 GMT+01:00
Updated: 07 Nov 2012 14:54 GMT+01:00

Using photos of babies to market baby formula could soon be banned in Sweden, as the government bids to discourage mothers from choosing powdered milk over breastfeeding.

The law, under preparation by Sweden’s ministry for rural affairs, would mean that ads for infant formula could only be published in scientific journals and in publications specializing in infant care.

It would also ban infant formula makers from featuring babies on the packaging, to avoid idealizing use of the product. Instead, packaging should feature a graphic description of how to prepare the product.

Offering free samples of infant formula or selling the products at a discounted price would be strictly forbidden. And the packaging information could not suggest that formula was a good alternative to, or better choice than, breastfeeding.

The packaging should also clearly state that parents should not give formula to babies without a recommendation from a person with the appropriate training, according to the memorandum from the ministry.

For 30 years, the Swedish Consumer Agency (Konsumentverket) and the baby food industry have agreed not to actively market infant formula, according to a report in the journal Riksdag och Department.

The new legislation will incorporate an EU directive into Swedish law, superseding the agreement.

The 2006 directive aims to ensure infant formula is used in the right way, based on accurate information and through appropriate marketing.

The new law would come into effect on August 1st 2013, according to the memorandum from the agriculture ministry.

For more on Sweden's "breast is best" attitude to formula and one of The Local's contributor's take on it, click here.

Rebecca Martin

Follow Rebecca on Twitter here.

Don't miss...X
Left Right

Your comments about this article

17:42 November 7, 2012 by texaslass
I have a general question that relates to this: in Sweden, must employers offer rooms at the place of employment for women to pump milk? Because it would seem that if breastfeeding were expected of women, then women should be granted certain workplace benefits like time for pumping milk and a nice room with adequate refrigeration.
18:35 November 7, 2012 by Migga
Women get payed leave in Sweden so they can do that at home.
19:53 November 7, 2012 by caitnor
but what if they go back to work after 6 months and are still nursing?
21:54 November 7, 2012 by Migga
They pump the milk into bottles and let the dads stay home and do the feeding.
00:58 November 8, 2012 by caitnor
Yes, but when/where do they do the pumping? If you need to feed the 6 month old the next day wouldn't you have to pump while you are at work to keep up your supply? It would be very hard to nurse when you get home from work and then pump at night for the next day and then nurse in the morning and then not express during the work day because your supply would be too high and you would need to express the milk somehow. Maybe most women in Sweden are done nursing by the time they go back to work?
02:29 November 8, 2012 by shannnon
Sweden has very generous maternity & paternity leave laws. Parents get much longer than 6 months. But I imagine if the mother did go back to work earlier and needed to pump, then they would allow that in the workplace. If they care this much about families and breastfeeding then I am willing to bet they have laws that protect them and allow for pumping at work (even the U.S. has these laws in place, despite low breastfeeding rates and poor maternity leave).
07:56 November 8, 2012 by BackpackerKev
If the ads are only going to be published in scientific journals and in publications specializing in infant care, I'm quite sure, if not positive, the banning of a child image is going to make no difference at all.

Given now this is taking away valuable and sometimes balanced information for mothers and quite literally forcing them to purchase publications to see what options are out there if a mother cannot nurse from day 1, I feel this somewhat unacceptable.
08:39 November 8, 2012 by becksoz1
So lets get this straight, baby formula is clearly not natural, so should be discouraged? In that case a Caesar delivery should also be discouraged?
09:12 November 8, 2012 by Beavis
utter nonsense- what if the mother cant breastfeed (very common) should she be made feel so bad by giving her child formula?? also after couple of months ifs a GOOD idea to give your baby a mix of both in order to let the mother get some much needed sleep and someone else can take over. At the end of the day is should be up to the mother NOT the state. Breast feeding is the best way for small babies, but its not always possible.
10:56 November 8, 2012 by Flappytango
@becksoz1

Yes Caesar is discouraged in sweden....

Even if you required it on your previous delivery
20:05 November 8, 2012 by Ankinette
Like the packs of cigarettes... This makes me sick. Soon it will be illegal to sell it!
21:20 November 8, 2012 by dizzymoe33
This story is so stupid. There many women that can not breastfeed and have no choice but to give the baby formula. There are millions of children that have not been breastfeed due to problems with feeding or being adopted or a death of the mother and those children were raised on formula and have turned out just fine. It is a woman's choice as to breastfeed or not and no one else's business. There is nothing wrong with a child receiving formula instead of breast milk.

These women who give their babies formula should not be ridiculed or persecuted for that decision.
Today's headlines
Ikea to introduce 'green' vegetarian meatballs

Ikea to introduce 'green' vegetarian meatballs

Swedish furniture giant Ikea is planning to put vegetarian meatballs on the menu in an attempt to cut down on its carbon footprint, the company has announced. READ () »

Students to keep paying off debt beyond 67

Students to keep paying off debt beyond 67

The Swedish government has proposed scrapping the 25-year span for repaying student loans, by suggesting those who attend higher education should keep paying the money back well into retirement. READ () »

Drowned puppies found in crayfish cage
The crayfish cage in the picture is not the one mentioned in the story. Photo: Christine Olsson/TT

Drowned puppies found in crayfish cage

Police in eastern Sweden have launched a preliminary investigation of animal cruelty after two puppies were found drowned in a crayfish cage. READ () »

Three rescued after cruise ship sinks boat
Rickard Rundgren Björk of the coastguard services speaks to the media after the rescue operation on April 19th 2014. Photo: Maja Suslin /TT

Three rescued after cruise ship sinks boat

Three Saturday morning sailors had a lucky escape after their small boat collided and sank after it crashed into a cruise ship whilst sailing in the Stockholm archipelago. READ () »

Missing Swede found alive and well in UK
Sofie Marie Jansson. Photo: Metropolitan Police

Missing Swede found alive and well in UK

British police have found the missing Swedish girl Sofie Jansson in London, exactly a week after she was last seen, with authorities saying she is doing well. READ () »

Social Democrats make tax pledge to elderly

Social Democrats make tax pledge to elderly

Sweden's opposition party has stepped up its efforts to secure the pensioner vote by pledging to lower taxes for the elderly and make higher earners pay more. READ () »

Malmö Nazi attack victim on the mend
Showan Shattak pictured in Malmö before his attack. Photo: Facebook

Malmö Nazi attack victim on the mend

The 25-year-old man, whose stabbing by neo-Nazis sparked mass demonstrations across Sweden, has made a strong recovery in hospital and took to social media to thank supporters for campaigning against fascism. READ () »

Police seeking missing Swede in London

British police have issued a plea for tips in the search to find Swedish national Sofie Marie Jansson who hasn't been seen for almost a week. READ () »

University applications rocket to record high

University applications rocket to record high

Swedish universities continue to draw vast amounts of applicants with the number of prospective students seeking a third level education increasing for the seventh year in a row. READ () »

Man jailed in US over Lars Vilks murder plot
Swedish artist Lars Vilks pictured in New York in 2012. Photo: Linus Sundahl-Djerf/TT

Man jailed in US over Lars Vilks murder plot

American authorities have sentenced a 20-year-old accomplice of 'Jihad Jane' to five years in prison for an attempted terror plot to kill Swedish artist Lars Vilks, after getting involved with the murder plans when he was a teenager. READ () »

RECEIVE OUR NEWSLETTER AND ALERTS
TT
Society
Kids in Victorian garb mark Swedish Easter
Shutterstock
National
Swedish MP ordered chemtrail probe
Society
Swedish supermarket Ica pulls contested Easter commercial off air
Kungahuset
Society
Swedish royals set baptism date for princess
finest.se
Gallery
People-watching April 16
Politics
Who's the prime minister's heir?
Alfie Atkins
Society
Are children's books the key to families integrating in Sweden?
National
'Sweden Dem protests cater to party's martyr image'
National
'Swedish research grants were fantastic, but now it's like Australia'
Society
Only in Sweden: The ten problems you'd never encounter elsewhere
National
Swedes stopped to take my picture, but didn't look me in the eyes
Business & Money
A swipe of the hand replaced cash and cards in Lund
Advertisement:
YouTube
Features
Video: Oliver Gee finds out how to embrace The Swedish Hug
TT
National
Abba duo hints at reunion
Private
National
Flash mobs hug it out across Sweden
Finest.se
Gallery
People-watching April 11-13
TT
Politics
Swedes to give six-hour workday a go
TT
Society
Aussie choir member wows Abba in Sweden
YouTube
Society
Stockholm magic a surprise YouTube hit
Fastighetsbyrån
Society
Gallery: The Local's Property of the Week
Private
Society
Swedes find 200-year-old gravestone in living room
Stockholm School of Economics
Sponsored Article
Why a bachelor's degree is no longer enough
Deepti Vashisht
Features
Deepti Vashisht dissects the magic of Sweden's personal ID number
Shutterstock
Society
Ten signs you've been in Sweden too long
Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

Blog Update: The Diplomatic Dispatch

28 October 15:16

The Green Growth Group Summit »

"Today on the 28 October in Brussels, a large group of key EU Ministers and business people, including UK Secretary of State for Energy and Climate Change Edward Davey, and Swedish Environment Minister Lena Ek, will meet to discuss green growth. They all have a stake in resolving a challenge which, although it is crucial..." READ »

729
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com