All baby and toddler food products carry claims, with up to 17 different claims on a single product.
The use of many claims on the packaging of a single baby and toddler food, even if individual claims are true, can take away from its less favourable qualities, imply that the product is better than family foods and create an overall impression that a product is beneficial for the health of a child.
Nine in 10 parents agree there should laws on the images and claims allowed on baby and toddler foods, but there is currently no regulation to ensure this.
Read our short policy brief for more information.