Just thought this was interesting reading after seeing this thread & getting fed up of seeing the pop ups, think SMA are being a bit naughty!
Please see attached information from UNICEF.
Please take time to read it.
You have probably noticed the recent SMA advertising campaign that includes full page advertisements on the back of newspapers and on billboards around the country. After consulting the Infant Formula and Follow-on Formula (England) Regulations 2007 and the Guidance Notes on the Infant Formula and Follow-on Formula Regulations 2007, Revision 2, March 2009, we believe these adverts to be in breach of the regulations and have submitted a complaint to both Trading Standards and the Advertising Standards Authority.
We believe the adverts are in breach for the following reasons:
- They do not make a clear distinction between infant formula and follow-on formula
- They create the impression breastfeeding stops at 6 months of age
- They focus on the promotion of ingredients (vitamin D) that are common to both infant formula and follow-on formula
- By making reference to terms such as ‘best’, they risk idealising follow-on formula.
I you feel strongly enough then please submit a complaint to both Trading Standards and the Advertising Standards Authority.
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