Sweden mulls banning babies in formula ads
Published: 7 Nov 12 14:54 CET | Print version
Online: http://www.thelocal.se/44294/20121107/
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.
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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.
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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.
Yes Caesar is discouraged in sweden....
Even if you required it on your previous delivery
These women who give their babies formula should not be ridiculed or persecuted for that decision.