Manufacturers and distributors are not allowed to advertise infant formulas to the general public. This means there are no adverts for infant formulas in newspapers, magazines, or on TV or radio.

Advertising of infant formulas in the trade press, in professional journals for health care professionals and in scientific publications is permitted. This information enables health care professionals such as midwives and health visitors to keep abreast of technical developments in infant and follow-on formulae to ensure that they are always able to provide their patients with accurate and up to date information and advice.

Advertisements must be scientific and factual and shall not imply or seek to create a belief that bottle-feeding is equivalent or superior to breast-feeding.

Special promotions, such special displays in shop windows, special sales or free samples, money off coupons or gifts designed to promote branded infant formula products are not permitted.

Follow-on formulae are not subject to the same restrictions as infant formulas, as they are not breastmilk substitutes rather a milk based drink designed specifically to complement the weaning diet. They can be advertised to the general public as well as to health professionals and the trade.

Most of the labelling rules for infant formulas and follow-on formulas also apply to advertisements. (http://www.opsi.gov.uk/si/si2007/pdf/uksi_20073521_en.pdf)