A leading midwifery journal faces backlash after distributing a formula milk-sponsored survey to health professionals, raising concerns about industry influence on clinical practice.
A midwifery journal has come under scrutiny from healthcare campaigners after distributing a survey to midwives and health visitors that was sponsored by a formula milk manufacturer, sparking fresh debate about the influence of infant formula companies on healthcare professionals and clinical guidance.
The British Journal of Midwifery circulated the survey in February 2026, with prizes of ÂŁ100 Amazon vouchers offered to healthcare professionals who completed it. The survey was sponsored by SMA infant formula, which is owned by food and beverage multinational NestlĂ©. Despite the journal’s stated position that “breastfeeding is always the best option for a baby,” all survey questions focused exclusively on formula feeding and infant gut health.
The apparent contradiction between the journal’s stated position on breastfeeding and the survey’s content has triggered criticism from healthcare professionals and infant feeding advocates. Victoria Thomas, a consultant paediatrician and co-chair of the Hospital Infant Feeding Network, is among those who have raised concerns about the appropriateness of the survey’s sponsorship arrangement.
Industry Marketing to Healthcare Professionals
The criticism reflects broader concerns about how infant formula companies target healthcare professionals to influence clinical advice and professional practice. According to evidence presented by The BMJ, formula milk manufacturers do not simply market to consumers; they systematically target the health professionals whom parents trust for guidance on infant feeding. This strategy has been documented internationally, with an International Code of Marketing of Breast-milk Substitutes established by countries worldwide to restrict such marketing practices.
The Hospital Infant Feeding Network and other campaigners argue that sponsoring surveys and educational activities targeted at midwives and health visitors creates a potential conflict of interest, particularly when the survey content focuses narrowly on formula products rather than presenting balanced information on infant feeding options.
Questions About Scientific Claims
The concerns about formula company influence gain additional weight from recent research findings. An international survey published in The BMJ found that most health and nutrition claims made on infant formula products are backed by little or no high-quality scientific evidence. The research, led by Imperial College London and examining 757 products globally, discovered that 608 of these products included at least one claim about health or nutritional benefits, yet many of these assertions lacked robust scientific substantiation.
Researchers from the study concluded that such health claims are controversial because they can enhance the perceived benefits of formula over breastfeeding, potentially undermining breastfeeding initiation and continuation. The findings have prompted calls for stricter regulatory frameworks to govern how infant formula products are marketed and promoted.
UK Law and the International Code
In the UK, current law covers some but not all provisions of the International Code of Marketing of Breast-milk Substitutes. This patchwork regulation has led to ongoing concerns about whether existing safeguards adequately protect healthcare professionals from inappropriate industry influence whilst ensuring they receive evidence-based information to support families with infant feeding decisions.
Similar controversies have surfaced elsewhere in the UK healthcare system. The BMJ previously reported on a pilot programme at Tesco supermarkets in which Danone-funded midwives were expected to wear branded uniforms and undergo training provided by the formula company whilst offering in-store infant feeding advice. That arrangement also drew criticism from healthcare professionals and campaigners as ethically problematic.
Breastfeeding Support in the UK
The NHS emphasises that breastfeeding offers significant health benefits for both infants and mothers, including reduced risk of infections, improved infant development, and lower maternal health risks. Where breastfeeding is not possible or chosen, infant formula provides appropriate nutrition. However, healthcare professionals recommend that families receive impartial information about feeding options, free from commercial pressure or influence.
The concern raised by the survey controversy is not that formula feeding is inappropriate—it is a vital option for many families—but rather that healthcare professionals should receive and share information through channels that are transparent about potential conflicts of interest and grounded in unbiased evidence.
The British Journal of Midwifery’s decision to circulate a formula company-sponsored survey raises questions about editorial oversight and institutional policies around commercial sponsorship of research and professional engagement activities. Many healthcare journals have established strict guidelines governing how industry funding is disclosed and managed to protect the integrity of professional learning and evidence-based practice.
Source: @bmj_latest
Key Takeaways
- The British Journal of Midwifery distributed a formula milk company-sponsored survey in February 2026 to midwives and health visitors, despite the journal’s stated commitment to promoting breastfeeding as the best option for infants
- Infant formula companies systematically target healthcare professionals to influence clinical advice and professional guidance, a practice that concerns feeding advocacy organisations and healthcare campaigners
- Research published by The BMJ shows that most health claims on infant formula products lack robust scientific evidence, raising questions about the quality of information healthcare professionals may be receiving through industry-sponsored activities
What This Means for Kent Residents
For parents and families across Kent, this story underscores the importance of seeking infant feeding advice from healthcare professionals who can provide balanced, evidence-based guidance. NHS Kent and Medway ICB funds midwifery and health visiting services across the region, and healthcare professionals in Kent are committed to supporting families with informed choices about infant feeding. If you are pregnant or have a newborn, speak with your midwife, health visitor, or GP about evidence-based feeding options. The NHS website provides comprehensive, impartial information on infant feeding, and local children’s centres across Kent offer practical support for parents navigating feeding decisions.