Tesco has been urged to drop an “unethical” trial involving Danone-funded midwives offering advice to customers on feeding infants.
The midwives have been offered branded uniforms and undergone training by the formula company for the initiative at Tesco’s store in Cheshunt, Hertfordshire.
However, The BMJ reported that critics had raised concerns that the service was a backward step and reminiscent of the “milk nurses” scandal of the 1970s, where formula industry salespeople dressed as nurses and promoted formula milk to parents.
One midwife hired by Danone quit the pilot last month, telling The BMJ she could not be associated with an “unethical” service.
The journal reported her saying: “Because of the history, I just don’t want to be associated with formula companies breaking the International Code of Marketing of Breast-Milk Substitutes. It’s unethical.
“That was the line I couldn’t cross – women trust me because I am a midwife.”
She added: “The bottom line is we’re making Danone look good, we’re increasing their revenue and product likeability, when actually that’s not our role. As midwives we should protect women and advocate for them.”
The breast milk substitutes code, adopted by the World Health Organisation and Unicef in 1981, and as law in more than 100 countries, states that “marketing personnel” should avoid direct or indirect contact with “pregnant women or with mothers of infants and young children”.
UK law covers some but not all the provisions of the code.
A spokeswoman for Danone UK & Ireland said it only intended to provide “impartial, nutritional expertise”, that the branded uniforms were “not mandatory in any way”, and it was taking on board “all feedback” as part of the pilot.
The company said: “Our participation in Tesco’s health services trial gives parents easy and convenient access to high quality information about nutrition. The first 1,000 days of life are the most significant in a child’s development, so having access to information and advice is essential in supporting parents and their little ones during this important time.
“Through our AptaClub we provide impartial, nutritional expertise so that parents can access the information they need to make informed choices to support with their babies’ growth and development. We know that sometimes there can be barriers when accessing information and support, like a lack of time; so offering advice in store is a convenient option to speak with a trained professional and this has been received positively by parents.”
A Tesco spokesman said: “This small-scale pilot in one store was designed to offer additional support to parents and carers through free and impartial advice, as part of a wider concept offering a range of health and wellbeing services.
“The pilot concludes at the end of January, and we will reflect on the views raised by customers and stakeholders when deciding how we support customers in the future.”
Vicky Sibson, director of First Steps Nutrition Trust, a charity that promotes healthy eating in children up to five years, told The BMJ that Danone was using a tried and tested marketing tactic.
She said: “They’re not breaking UK laws but they do break the International Code of Marketing of Breast-Milk Substitutes which clearly advises against marketing personnel seeking direct or indirect contact with pregnant women or mothers.
“The issue is that UK laws fall short of what they should be. Danone is using its baby club name and logo to promote its service, and so indirectly promoting its products.”
Ms Sibson called on Tesco to end its partnership with Danone, saying: “What we know is that most women in the UK want to breastfeed in some ways and this is an example where they undermine women’s self-efficacy to breastfeed.
“It is at odds with Tesco’s objectives around improving the healthfulness of their retail offer. It is time they took a better look at the baby food aisle.”
