Baby formula prices pushed up by strict advert rules, regulator warns | UK News [Video]

Advertising rules for baby formula are pushing up costs for struggling parents in the UK, a competition watchdog has found.

Over the past two years, infant formula prices have soared above inflation, bringing the cost of feeding a 10-week-old up to £89 per month.

In shops, security tags have appeared on basic items such as cheese, butter and baby milk as some Brits – worn down by the cost of living crisis – resort to stealing the products.

Parents have also gone without meals, watered down formula or engaged in risky ‘formula foraging’ to try and feed their child.

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Now, the Competition and Markets Authority has said their investigation revealed baby formula companies are restricted from promoting price reductions, which ‘has the effect of softening competition on price.’

Though they don’t plan to ‘deepen’ the investigation, they’ve made recommendations to the government to help reform the market and help struggling parents.

Parents and carers …