Although the cost–benefit calculation appears clear – a small risk of minor skin reactions versus the potentially fatal consequences of malaria – convincing manufacturers to treat baby wraps with permethrin may prove difficult. Companies may be wary of reputational damage or consumer backlash, particularly when products are designed for infants, as illustrated by the long-running controversy faced by Johnson & Johnson over its talc-based baby powder, which it ultimately withdrew from markets despite disputing health claims. Still, Dr Boyce remains optimistic. “There may be private-sector solutions here – perhaps companies would want to sell treated wraps,” he said. “One advantage is that, economically, women are already buying these wraps, so there’s no behavioural change required. “From that perspective, all you’re asking is whether, for a small additional cost, they would choose a wrap that has been treated and helps protect their child from malaria. We haven’t done the studies yet, but I imagine it would be highly cost-effective,” he said, adding the difference in price would probably be somewhere in the realm of $0.50. The …