TWO East Lancashire mothers are pressing for action to be taken against supermarkets promoting formula baby milks in a way that contravenes the law.
Under the Food Safety Act 1990 it is illegal to promote the sale of baby milk by offering it at discount prices as it should not be promoted over breast milk.
But mums Michelle Atkin, 36, and Elaine Jackson, 37, say they have seen milk on 'special offer' in a number of the region's supermarkets.
Trading Standards officers are now investigating the claims, which could result in a £5,000 fine for the companies involved.
Today a spokesman for one chain, Asda, said there had been "an isolated number of cases" in East Lancashire where members of staff responsible for point of sale material had marked formula milk as being reduced.
She said: "These were honest mistakes where the staff members, many of whom are mums themselves, saw there was a good price reduction on the products and, in good faith, put those prices out.
"We are sorry this has happened and have sent a note to all branches saying this is not permissible."
Michelle, of Newton Street, Darwen, who is breastfeeding co-ordinator for Little Angels Breast Feeding Support group, has breastfed all five of her children and still feeds her two-year-old son Lucas.
She works to promote breastfeeding to new mums by providing practical help and advice and feels some stores are undermining the work.
She said: "If a new mum is struggling with breastfeeding and sees an offer where baby milk is at ridiculously low prices it is going to tempt them to stop breastfeeding.
"The head offices know the law and should ensure the stores do too. It should not need mothers to go in and tell them."
"The World Health Organisation recommends breastfeeding for the first six months but promoting formula milk illegally hinders breastfeeding."
Jim Potts , Lancashire County Council's Chief Trading Standard's Officer, said: "We have received complaints about baby milk which is being sold at discount prices and the matter will be investigated.
"Usually when this happens it is not deliberate. The most common problem is that the baby milk will be discounted because the product is nearing its sell by date and the original price is not removed.
"They can reduce the price but must not show the previous price which would give an incentive to buy the product."
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules hereComments are closed on this article