The UK has one of the lowest breastfeeding rates in Europe. The promotion of artificial feeding undermines breastfeeding as the healthiest way of feeding a baby…The law is supposed to protect parents’ right to receive objective…information about feeding their babies…by banning the aggressive marketing of artificial milks…The law contains loopholes that allow the promotion of infant formula via the advertisement of…‘follow-on milks’…and permit manufacturers to push other products…that share the same brand name and logo…The Food Standards Agency is…consulting on amendments to the law...to bring the legislation on the promotion of formula milk into line with the World Health Organization’s International Code of Marketing of Breastmilk Substitutes…