A new study has raised red flags about the marketing of baby food products in South Africa, warning that some companies may be sidestepping national health regulations designed to protect infants and support breastfeeding.
Research conducted by Aneeqah Latief, a dietician and researcher at the University of the Western Cape, examined 266 baby food products in Cape Town supermarkets. The findings suggest that elements of product labelling and promotion may be inconsistent with Regulation 991 of 2012, which restricts aggressive advertising and health claims on infant foods.
Latief found widespread use of front-of-pack marketing, including phrases such as “reduced sweetness, contains iron”, “no added salt or sugar”, and “organic”, as well as endorsements positioning manufacturers as trusted experts. “When marketing does not fully comply with regulation, it risks undermining breastfeeding and influencing how and when parents introduce foods to infants,” she said. “This is especially concerning in South Africa, where we see that exclusive breastfeeding rates remain very low.”
The study highlights concern around cross-promotion, with over 80% of products sharing similar branding across formula, follow-up milk, and complementary foods, potentially confusing caregivers. Paediatric juices were flagged for high sugar content and low compliance with warning requirements.
South Africa’s exclusive breastfeeding rate remains far below global targets, and Latief warns that misleading labelling may further erode progress. “If labelling or marketing does not fully comply with regulations, it can mislead parents about nutritional quality, influence early feeding practices, undermine breastfeeding promotion efforts, and affect infant and young child health outcomes,” she said.
The research recommends stricter monitoring and enforcement to ensure that infant nutrition policies are effectively implemented.
VOC News
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