personal details of thousands of newborns sold under NHS deals - Telegraph.co.uk

In one instance, a mother, who had declined a photograph, still handed over her details when asked because the Bounty lady seemed "very official". She later regretted the decision.

"It didn't occur to me that I could or should refuse this – she looked and acted like a member of hospital staff," she said on Mumsnet.

"I gave her my details just like I would give any of my baby's details to any of the medical staff."

Another mother reported being told she had to hand over her personal details so she could collect a child benefit form inside a free Bounty pack.

"I have no objection to being given pack, but was told I had to give them my details to confirm I'd got it as [it contained a] child benefit form. Then bombarded with emails, very annoying. Will refuse this time."

With hospital staff shortages, representatives sometimes help with hospital duties and baby care as well as appearing to be endorsed by the NHS, exacerbating the problem, the NCT said.

"It's the underhand way it's done. It's reasonable to assume that someone approaching you with forms to fill in and a child benefit form to give you, who is wandering around during staff only time, is hospital staff.

"Your boundaries are down as well, because when you've had half a dozen people [carrying out medical checks]."

Lax checks have also led to claims that details are being taken from patient files without permission while mothers sleep. Medical details - including personal details - are usually kept on a clipboard near the patient's bed.

One mother claimed: "If you refuse - as you should - to give your baby details they steal the details off the board."

Another added: "Mothers who do not comply are insulted or even subjected to theft of their personal information from nursing stations."

There have also been claims that "do not share" check boxes are being ignored.

"The lady who came round our ward was fairly nice although she made me think that what I was doing in giving my details was necessary procedure and I had no opt-out."

NHS hospitals are paid £2.3 million to allow sales companies such as Bounty and Tempest access to maternity wards, although the companies make millions from the deals. Bounty alone has an annual turnover of 26.9 million.

Childbirth charities called for a ban on allowing companies like Bounty and Tempest onto maternity wards, saying it was "inappropriate" for new mothers to be targetted for their personal details, especially just after giving birth. Mumsnet also backed a ban.

Belinda Phipps of The Childbirth Trust said the sales representatives were essentially obtaining personal details through "subterfuge" by not declaring themselves properly and approaching women when they are at their most vulnerable.

"It is absolutely not right that people are subject to that kind of pressure during that point in time. If people want to sign up to baby club then that's fine, they can sign up in Boots or whereever else but not on NHS premises," she said.

A spokesperson for Bounty said: "Mums are under no obligation to take up the service and any decision to make a purchase can wait until they get home.

"Bounty staff adhere to a strict code of conduct which states that they must not imply that mums won't be able to claim child benefit without a Bounty pack. Giving permission to be contacted by Bounty and its partners is not a condition of receiving the free Bounty pack or the child benefit form. Any lapse in adherence is dealt with robustly."

"As such, we are saddened, disappointed and surprised by these claims. We take mums' feedback seriously and would ask anyone who feels they have a complaint to contact us as we deal with any lapse robustly and promptly."