Baby Formula Price Gougers 'On Notice': New York AG Letitia James

NEW YORK — New York Attorney General Letitia James issued a strong warning against those who would take advantage of a crisis to make a quick profit after receiving reports of retailers price gouging on baby formula in the midst of a nationwide shortage.

As the shortage of baby formula due to recalls and supply chain issues grows, James warned retailers on Wednesday that price gouging is illegal. She said her office has become aware of reports of formula being sold online at exorbitant prices. James urged New Yorkers to be on the lookout for potential price gouging of formula and to report any drastic price increases to her office.

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• Baby Formula Shortage: 5 Things New York Parents Need To Know
• Moms Speak On Desperate Baby Formula Search: 'It Is Terrifying'

"The national baby formula shortage is terrifying for parents concerned about how to feed their children," James said in a statement released Wednesday. "The last thing any family needs is to be price gouged on critical nutrition for their little ones, which is why I am putting profiteers seeking to take advantage of this crisis on notice. If New Yorkers see exorbitant price increases for baby formula, I encourage them to report it to my office immediately. Anyone who seeks to take advantage of this crisis is on notice."

James also cautioned parents who have trouble finding formula to first speak with their child's doctor before attempting to dilute formula or make their own at home, both of which can be dangerous to an infant. She requested that anyone with extra unopened, unexpired formula consider donating it to local food pantries.

New York law prohibits retailers from taking advantage of customers by selling goods or services that that are vital to health, safety or welfare at an "unconscionably excessive price." Due to the country-wide shortage, the AG's office recommends that consumers only buy as much formula as they actually need and to not unnecessarily stock up since panic-buying might worsen the shortage and lead to sellers illegally price gouging. Consumers are also reminded that merchants are allowed to limit the amount of formula that they sell to individual customers.

When reporting potential price gouging to the AG's office, consumers should report the specific increased prices, dates, places and type of formula being sold. Copies of sales receipts and/or photos of the advertised prices should also be provided, if possible.

New Yorkers can report their potential price gouging concerns here or call 1-800-771-7755.