The midwives have been offered branded uniforms and undergone training by the formula company Danone for the initiative at Tesco’s store in Cheshunt, Hertfordshire.
The breast milk substitutes code, adopted by the World Health Organisation and Unicef in 1981, and as law in more than 100 countries, states that “marketing personnel” should avoid direct or indirect contact with “pregnant women or with mothers of infants and young children”.
Tesco urged to drop ‘unethical’ baby formula trial Tesco described it as a ‘small-scale pilot’.
Tesco has been urged to drop an “unethical” trial involving midwives offering advice to customers on feeding infants.
One midwife hired by Danone quit the pilot last month, telling The BMJ she could not be associated with an “unethical” service.