BMJ Investigations is our dedicated unit of specialist reporters who expose practices that risk public health and undermine trust in healthcare. Through rigorous, evidence-led reporting, the unit shines a light on issues that matter to patients, clinicians and policymakers alike. Over the past decade, our investigative journalism has unearthed research fraud and misconduct, prompted improvements in the transparency of clinical research, led to changes in guidelines and clinical practice, and triggered parliamentary inquiries.
In January 2025, The BMJ revealed that Danone-funded midwives offered branded infant feeding advice inside Tesco stores. The investigation uncovered a commercial pilot with parallels to the “milk nurses” scandal of the 1970s, despite clear and longstanding guidance from WHO and Unicef, advising against direct or indirect contact between formula company representatives and new mothers.
Rebecca Coombes, head of BMJ Investigations, broke the story exclusively in The BMJ. The report examined breaches of the International Code of Marketing of Breast-Milk Substitutes, and included expert analysis on how the scheme blurred the line between healthcare and commercial promotion. It also included direct testimony from a midwife who resigned over ethical concerns, scrutiny of WHO code violations, and comment from infant nutrition experts, helping to reignite public debate around the marketing of breast-milk substitutes.
As a direct result of this BMJ Investigation:
- Tesco terminated the pilot, and confirmed it no longer plans to roll out the service to other stores.
- Scrutiny of renewed public and professional formula marketing practices has been renewed, with commentary from public health leaders
- The need for breastfeeding and infant feeding advice to remain impartial and free from commercial influence, and aligned with NHS guidance was reaffirmed
Vicky Sibson, director of the charity the First Steps Nutrition Trust, which promotes healthy eating in children up to 5 years old, said that Tesco had done the right thing by ending the Danone funded service. She added, misleading marketing disrupted informed decision making about infant feeding, undermining “both breastfeeding and safe and appropriate formula feeding.”
“If Tesco wanted to continue to provide an infant feeding service, we would urge them to do so without funding or support from the formula industry and using information that is aligned with NHS advice, evidence based, and free from any commercial influence.” Vicky Sibson
Director of the charity the First Steps Nutrition Trust
Anyone looking for independent, evidence based breastfeeding support can contact the National Breastfeeding Helpline, which is provided by the Breastfeeding Network and the Association of Breastfeeding Mothers.
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