Review of the effectiveness of the controls on infant formula and follow-on formula, Literature Review

The objectives of the research were as follows:

• To assess whether infants under 6 months are being fed follow-on formula and if so, the

reasons why

• To assess whether the new controls upon the ways in which follow-on formula are

presented and advertised2 have been effective in making it clear to all those likely to be

involved in child care, including parents, formal and informal carers, health professionals

and parents-to-be, that advertisements for follow-on formula relate to formula only for

older babies (6 months plus), and are not perceived as, or confused with, infant formula

advertising, which is prohibited and

• Based upon this evidence, to draw conclusions about what changes, if any, could be

made to the presentation and advertising of infant / follow-on formula, for consideration

by the review panel