Abstract copyright UK Data Service and data collection copyright owner.

At the request of the Independent Review Panel of Infant Formula and Follow-on Formula, the Food Standards Agency (FSA) and the Department of Health (DH) commissioned research to provide information on whether consumers were clear that the presentation and advertising of follow-on formula related only to babies over the age of six months and was not confused with infant formula meant for younger babies, under the age of six months. In addition, the research investigated parents’ actual behaviour, examining whether infants under six months were being fed infant formula and, where this was the case, exploring their motivations and reasoning. The study had the following objectives:to assess whether infants under six months are being fed follow-on formula and if so, the reasons whyto assess whether the new controls upon the ways in which follow-on formula are presented and advertised 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 (six months plus), and are not perceived as, or confused with, infant formula advertising, which is prohibitedbased 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 panelFurther information on the research project (encompassing more than the survey data) is at the FSA's Consultation on infant formula and follow-on formula web page.

Main Topics:

The main topics included:what babies under six months are fed onwhat expectant parents are intending to feed their new babieswhat advice health professionals and peer supporters offer new parentsopinions of infant formula advertising

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Face-to-face interview

Telephone interview