Rules on baby formula ads push up costs for parents, UK regulator says

Investigation shows restrictions on makers from promoting price reductions softens competition

Strict rules on the advertising of baby formula are pushing up costs for parents in the UK, the competition watchdog has found, as it attempts to tackle historically high" prices for the products.

Baby formula makers are restricted from promoting price reductions, which has the effect of softening competition on price", the Competition and Markets Authority (CMA) said on Friday.