Most baby formula health claims not backed by science – study

THE vast majority of health claims used to advertise baby formula worldwide are not supported by rigorous scientific evidence, a study said Thursday, leading researchers to urge that breast milk substitutes be sold in plain packaging.

The study comes a week after a group of doctors and scientists called for a regulatory crackdown on the $55-billion formula industry for "predatory" marketing which they said exploits the fears of new parents to convince them not to breastfeed.