The following was sent to me by Dr Jack Newman; hooray for the Phillipines 
and LC colleagues there.

Barbara Latterner BSN, RN, IBCLC 

Press Statement by Children for Breastfeeding, Inc., 
2198 Paraiso, Dasmariñas Village, Makati City, Philippines 1222 
(623)844-2390, [log in to unmask]

After 19 years, the Philippines puts teeth into its Breastfeeding laws

The Department of Health of the Philippines announced that it has signed, 
issued and published the new Implementing Rules and Regulations (IRR) governing 
the National Milk Code of 1986 and relevant International Agreements in 
accordance with the UN Convention on the Rights of the Child (1996), the 
International Milk Code (1981) on the marketing of Breastmilk Substitutes, and the 
WHO/UNICEF Global Strategy (2002) on Infant and Young Child Feeding.
            The government decision to give teeth to its laws and its 
international obligations on Breastfeeding came in the wake of declining rates of 
exclusive breastfeeding in the Philippines, 26 % national average, and an abysmal 
½ percent in Metro Manila area where cow’s milk advertising is most 
effective. The average duration of exclusive breastfeeding is only 24 days instead of 
six months as recommended by the World Health Organization (WHO) and the United 
Nations Children’s Emergency Fund (UNICEF).
            The new IRR prohibits “advertising, promotion, sponsorships or 
marketing materials and activities for breastmilk substitutes intended for 
infants and young children up to twenty four (24) months… (that) convey or give 
subliminal messages or impressions that undermine breastmilk and breastfeeding or 
otherwise exaggerate breast milk substitutes and/or replacements…”  It also 
prescribes a range of administrative sanctions for violations, that culminates 
on the 5th and repeated succeeding violations of “Administrative Fine of One 
Million (P 1,000,000.00) Pesos, the recall of the offending product, 
cancellation of the CPR (Certificate of Product Registration), revocation of the 
License to Operate (LTO) of the company concerned, including the blacklisting of the 
company to be furnished the Department of Budget and Management (DBM) and the 
Department of Trade and Industry (DTI);”
            This landmark initiative was achieved, after 19 frustrating years 
of blatant violations since the original law, EO 51, was promulgated by 
President Corazon Aquino in 1986.  This was done though an intensive campaign by a 
Breastfeeding Advocacy Group, led by Children for Breastfeeding, Inc. headed 
by Dr. Elvira L. Henares Esguerra IBCLC and by Nurturers of the Earth, Inc. 
headed by Ms. Nona D. Andaya Castillo IBCLC , with the strong and active support 
of UNICEF Philippines headed by Dr. Nicholas K. Alipui.  Dr. Esguerra and Ms. 
Castillo are two of only three International Board Certified Lactation 
Consultants (IBCLCs) in the Philippines.  IBCLC is a profession of breastfeeding 
experts fully accredited in the United States, Europe, Canada, Australia and many 
parts of the world.
            “What was not achieved after 19 frustrating years and 11 draft 
versions, we were able to finalize in its 12th version in period of only six and 
a half months,” said Dr. Esguerra, “with the help of the UNICEF and the 
cooperation of the Department of Health under Secretary Francisco Duque III and 
Undersecretary Alex Padilla.  We have been given assurance that Nestle 
Philippines and Mead Johnson fully intend to comply with the new IRR.  Only Wyeth 
Philippines seem disposed to oppose it, and we are preparing a case against it in 
the US Department of Justice, for violations of the US Foreign Corrupt 
Practices Act.”
            The final approval of the new IRR was the climax of a year-long 
campaign of Children for Breastfeeding, Inc. and Nurturers of the Earth, Inc. 
that resulted in the Presidential Proclamation of World Breastfeeding Week, the 
Launching of the Infant and Young Child Feeding Program, the inauguration of 
the SM Super Mall the largest in Asia as Breastfeeding Friendly, and the 
breaking of the Guinness World Record for Simultaneous Breastfeeding of almost 
4,000 mothers in the City of Manila with the help of Mayor Lito Atienza.


International Board Certified Lactation Consultants:
Elvira L. Henares-Esguerra, RPh, MD, FPDS, IBCLC 

Children for Breastfeeding
Nona D. Andaya-Castillo, IBCLC
Nurturers of the Earth: Birthing, Breastfeeding and Beyond
Tel: 632-271-0954 or 632-444-4716 Mobile: 063