Tesco's pilot program offering infant feeding advice from Danone-trained midwives is facing criticism for potentially violating ethical guidelines. The program, at a single Tesco store in Cheshunt, Hertfordshire, has midwives providing advice on infant nutrition, drawing comparisons to the controversial "milk nurses" of the 1970s.
Critics argue the initiative is a veiled marketing tactic by Danone, potentially promoting their formula products in breach of international regulations. A midwife involved in the trial resigned, citing ethical concerns about associating with a company that could be violating the International Code of Marketing of Breast-Milk Substitutes.
The code, adopted by the World Health Organization and UNICEF, prohibits direct or indirect contact between marketing personnel and pregnant women or mothers of young children. While UK law partially mirrors this, critics argue it falls short, allowing indirect marketing through the presence of a company's representatives.
Danone defends the program, stating it intends to provide impartial nutritional information, emphasising the convenience of in-store advice. Tesco, meanwhile, views the pilot as a broader effort to offer health and wellbeing services and will assess customer feedback before proceeding.
However, experts like Vicky Sibson, director of the First Steps Nutrition Trust, argue that Danone is employing a well-established marketing strategy. While not technically violating UK law, Sibson notes Danone's use of branding and promotional materials indirectly promotes its products, hindering breastfeeding support.
Sibson advocates for Tesco to withdraw from the partnership, aligning with Tesco's purported commitment to healthfulness. Ultimately, the ethical implications of the Tesco-Danone initiative, particularly regarding its potential impact on breastfeeding rates and compliance with international guidelines, remain a significant concern.
