'That was the line I couldn't cross': Tesco faces backlash over 'unethical' in-store advice

Tesco has come under fire for an "unethical" trial where Danone-funded midwives offer advice on infant feeding. The initiative, which includes branded uniforms and training by the formula company, is taking place at Tesco’s Cheshunt store in Hertfordshire.

Critics, including The BMJ, have voiced concerns that this service echoes the controversial "milk nurses" scandal of the 1970s, where salespeople from the formula industry, dressed as nurses, promoted formula milk to parents. One midwife resigned from the Danone pilot last month, telling The BMJ: "Because of the history, I just don’t want to be associated with formula companies breaking the International Code of Marketing of Breast-Milk Substitutes. It’s unethical.

“That was the line I couldn’t cross – women trust me because I am a midwife.”

She added: “The bottom line is we’re making Danone look good, we’re increasing their revenue and product likeability, when actually that’s not our role. As midwives we should protect women and advocate for them.”

The International Code of Marketing of Breast-Milk Substitutes, set by the World Health Organisation and Unicef in 1981 and enacted into law in over 100 countries, prohibits marketing personnel from direct or indirect contact with pregnant women or mothers of young children. UK law covers some but not all the provisions of the code.

A spokeswoman for Danone UK & Ireland has defended the company's role in a Tesco pilot scheme, insisting it aims solely to offer "impartial, nutritional expertise" and stresses that branded uniforms are "not mandatory in any way". She emphasised that they are actively considering "all feedback" from the trial.

The company said: “Our participation in Tesco’s health services trial gives parents