Tesco criticised for ‘unethical’ formula-funded midwife advice trial

Midwives funded and trained by a milk formula company have been offering advice to Tesco customers in a pilot programme criticised as “unethical”. 

The midwives were offered branded uniforms and underwent training by Danone – a global food company with formula brands including Cow & Gate and Aptamil – before offering advice to parents at the supermarket’s store in Cheshunt, Hertfordshire.

The pilot has been criticised for being reminiscent of the “milk nurses” scandal of the 1970s, where formula industry salespeople dressed as nurses and promoted the milk to parents.

One woman, hired by Danone, quit last month, telling the British Medical Journal she did not want to be associated with what she called the “unethical service”. She left the Tesco role after several shifts, despite being paid £40 an hour – twice what she earned in her community role.

“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,” she told the journal.

“It’s unethical. That was the line I couldn’t cross – women trust me because I am a midwife.”

She said midwives “should protect women and advocate for them”, but playing a part in “increasing [Danone’s] revenue” made her uneasy.

The breast milk substitutes code, adopted by the World Health Organisation and Unicef in 1981, says “marketing personnel” should avoid direct or indirect contact with both pregnant women and mothers of young children and infants.

A spokeswoman for Danone UK & Ireland said the branded uniforms were “not mandatory” and it only intended to provide “impartial, nutritional expertise”.

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.”

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‘Tried and tested’ marketing tactic

Tesco downplayed the trial, saying it was “small scale” and only in one supermarket.

“[It] 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,” a spokesman for the company said.

“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, told the BMJ the formula company was using a tried and tested marketing tactic, and called on Tesco to end its partnership with Danone.

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.”