Iceland's CEO has sparked a huge debate after calling the ban of baby formula advertising 'bonkers'.

Richard Walker, executive chairman of the supermarket chain, said that a lot of new parents in the UK 'can't breastfeed' and rely on formula milk.

Speaking on Good Morning Britain today, he said the rule 'didn't make sense', adding: 'It's bonkers because I can price promote and advertise on vape products, on chocolate, on crisps, and yet I can't on infant formula.'

Promotions for baby formula for use from birth up to six months are banned in the UK, to ensure they do not discourage breastfeeding.

The debate sparked a fierce response from viewers, who either branded the law 'ridiculous' or hit back at the 'breast feeding mafia'.

Richard Walker, executive chairman of the supermarket chain, said that a lot of new parents in the UK 'can't breastfeed' and rely on formula milk

The supermarket chain is urging the Government to overturn current regulations which prohibit retailers from telling customers about savings on infant formula or allow customers to buy the products with loyalty points, store cards or food bank vouchers.

It is also calling for a review of Healthy Start vouchers, set at £8.50 per week, which have not increased in value since April 2021 but currently do not cover the cost of even the cheapest formula after recent price increases.

It follows Iceland defying the regulations last week to make customers aware it was cutting the price of formula milk by more than 20 per cent.

Research conducted by Iceland suggests that 86 per cent of parents with a baby under one are concerned about the rising cost of infant formula.

The average cost of the cheapest baby formula increased from £8.40 to £9.39.

Research conducted by Iceland suggests that 86 per cent of parents with a baby under one are concerned about the rising cost of infant formula

Richard added: 'You know, we've got to say that breastfeeding is obviously preferable and that's scientifically the fact.

'And... any mum that want to should be able to, but as you [Richard] said, a lot can't...[breastfeed].

'Gay couples or mums undergoing treatment for cancer or you know what, they choose not to.

'It's all about women being in control of their own bodies and their own choices'.

Speaking on the move, Dr Amir Khan told viewers that while there are 'strictly medically speaking' advantages to breast milk over formula, this 'isn't suitable for everyone'.

Social media users were divided over the segment, with some branding the law 'ridiculous' whereas others appeared more cynical about Iceland's announcement

'Choice is really important,' he continued. 'If women do choose to breastfeed they will have a lactation consultant who will initially do that but if they can't...

'They need to be supported through getting infant formula as well. And infant formula has to be affordable.'

He said he 'welcomes' the idea of discounts on formula 'to improve access to these families who can't afford to buy it'.

However, the doctor stressed the importance of supermarkets doing this for 'the right reasons'.

'What we don't want are supermarkets discount infant formula for a short period of time then price going up again,' he added.

Richard added: 'All I want to do in a neutral and informative way is communicate a permanent price reduction to our customers...

'We've forecasted it all the way through to the end of our financial year.'

The boss said that due to the nature of the law, customers buying formula at Iceland aren't allowed things which could be considered promotional benefits, including free parking, using loyalty points and food vouchers.

However, many people were more welcoming of the supermarket chain's move, hitting out at the 'breastfeeding mafia'

Iceland's move comes as the Advertising Standards Authority (ASA) found that online adverts for Boots for four infant formula products broke rules designed to protect breastfeeding.

The ASA made the ruling in response to a complaint that the health and beauty retailer's infant formula products had been advertised on Google.

Boots apologised for the adverts, saying that they had appeared on search engines in error.

Social media users were divided over the segment, with some branding the law 'ridiculous' whereas others appeared more cynical about Iceland's announcement.

'Is he trying to get mums back to Iceland,' one penned.

'Woohoo! It's going to get cheaper to poison your baby!' a second slammed.

Another added: 'He needs to lower his food prices.'

However, many people were more welcoming of the supermarket chain's move, hitting out at the 'breastfeeding mafia'.

'What is better, parents watering down formula because they can't afford it in this crisis, or making formula more affordable,' one questioned.

'Breast is best and all that power pressure is awful,' one comment added. 'It's down to each individual preference.'

The Department for Health and Social Care told GMB: 'The legislation ensures parents and carers have access to the highest quality and safe infant formula as well as not discouraging breastfeeding by protecting them from inappropriate marketing of breast milk supplements.

'We are supporting families with the cost of feeding babies and young children through our Healthy Start scheme...'