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Review of the effectiveness of the controls on infant and follow-on formula: primary research

Project Code: NUT002

08/09/2009

GfK NOP Social Research
Buchanan, T ; Thompson, M

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

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