BFLG-UK statement on the Governments’ joint response to the CMA recommendations, and an update on DHSC progress and implementation
As shared previously in our February newsletter, on 3 December 2025, the Government published its joint response to the Competition and Markets Authority (CMA) infant and follow-on formula market study. On 19 February 2026, we published our BFLG-UK statement on this joint response.
We welcome the government’s acknowledgement of the significant, longstanding issues within the formula market in the UK related to marketing, pricing and retail practices which undermine public health recommendations on infant feeding. The government response makes several notable, positive commitments but further actions will be needed in the short term to deliver significant positive impacts for families and babies, especially those on low incomes. From the 11 recommendations made by the CMA, the government accepted six “in principle”, committed to “further work” on three, and rejected two:
The BFLG-UK statement outlines the steps we welcome and support; steps where greater ambition and urgency is required by the government and what we feel needs to happen next:
We welcome and support:
1. The government commitment to supporting babies, new parents and carers to eat well.
2. The government focus on supporting more informed choices by parent (recommendations 1.1, 2.1).
3. The government’s commitment to clarify what constitutes advertising (recommendation 3.4).
4. The government’s commitment to ensure labelling complies with the law (recommendation 4.1).
Where greater ambition and urgency by the government is required:
1. Strengthening formula labelling and advertising rules (recommendations 3.1, 3.2 and 3.3)
2. Ensuring effective enforcement (recommendation 4.2)
3. Eliminating brand influence in health care settings (recommendation 1.2)
4. Monitoring and intervening to bring down the cost of infant formula (backstop recommendation)
What needs to happen next:
Timely implementation of the 6 CMA recommendations which have been accepted in principle. We have requested more information on the specific actions and timeframes to achieve the above, as well as the indicators which will be used to chart progress and impact. This will then determine when and whether further steps are required.
Clarification on the next steps to strengthen labelling and advertising rules, with a clear timeline for the 3 recommendations (3.1, 3.2 and 3.3) for which further work is required and how this further work will be conducted. The goal should be stronger regulations in line with ‘the Code’, which places restrictions on the advertising of all formula milks marketed for use up to 3 years of age, and their proper enforcement. This would put children’s wellbeing above commercial interests.
Active monitoring and reporting on infant formula prices and commitment to undertaking a formal assessment of the need for and feasibility of implementing more direct measures to improve formula affordability such as profit caps (see above).
We have communicated with the government (including the DHSC and devolved nations) our willingness to support, to ensure that every family has access to affordable products and services they need to ensure the best start in life for their child – and that they are protected from insidious marketing practices that skew feeding choices.
We have met with a representative from the DHSC, and they have shared that they are prioritising delivery of actions, especially those committed to in the government’s manifesto. The DHSC also shared how they are addressing the steps required to implement the government response in their perceived order of priority, including how they are working with and delegating responsibilities to the devolved nations (Food Standards Agency Northern Ireland, Food Standards Scotland and Public Health Wales) and other stakeholders involved in the actions required (for example, the NHS supply chain).
Considering our most recent infant formula costs and trends analyses which show increases (see above), we remain concerned that current actions are insufficient to ensure that infant formula is consistently affordable for parents and families. We therefore continue to advocate for the DHSC to urgently assess the risks, design and implementation of Government-led price controls while closely monitoring infant formula price changes, building on the proposals outlines in the final CMA market study report of February 2025.