Unethical Infant Feeding Service Axed in Tesco Climbdown

A controversial scheme involving midwives paid by a formula milk company to offer infant feeding advice to new parents at Tesco stores has been terminated following significant public backlash.

The initiative, initially introduced by Tesco, was revealed last week by The BMJ. It drew heavy criticism for its similarities to unethical marketing activities by formula milk companies in previous decades. Midwives, employed by Danone, were receiving nearly double the National Health Service (NHS) standard rates to provide feeding advice at Tesco, raising ethical concerns about commercial influence in healthcare advice.

The service was found to be in violation of the International Code of Marketing of Breast-Milk Substitutes, established by the World Health Organization (WHO) and UNICEF, which advises against any form of marketing personnel contacting pregnant women or new mothers. As these midwives were hired by Danone, they were classified as marketing representatives.

While Tesco had originally planned to extend the pilot across more stores, a spokesperson announced that this plan would no longer proceed. Instead, the pilot will conclude shortly after a review of customer and stakeholder feedback.

Critics, including Marina Jordan, a midwife who participated in the pilot but resigned over ethical concerns, praised the decision. She emphasized the importance of impartial and non-commercialized support for infant feeding, highlighting the growing awareness of the need for unbiased, evidence-based information.

Vicky Sibson, director of the charity First Steps Nutrition Trust, which advocates for healthy childhood diets, approved the termination, criticizing Danone's use of the scheme as a marketing strategy. She urged Tesco to find alternatives free from commercial sponsorship to ensure public trust and adherence to nutritional guidelines.