NEWS RELEASE MARCH 18, 1998
Baby food marketing: More infants at risk
The 8-billion dollar baby food industry is still trying to capture more of
the market. While breastfeeding is universally recognized as the best way
to nourish infants, a report, released today, demonstrates that the industry
continues to bombard the health care system and the public with its products
and propaganda.
"Breaking the Rules 1998" is a worldwide report on the marketing practices
of the main producers of infant formula and other breastmilk substitutes.
Even though they claim to abide by the WHO/UNICEF International Code of
Marketing of Breastmilk Substitutes(1), evidence collected in 31
countries(2) shows that they continue to undermine breastfeeding and infant
health. All monitors used a standardised protocol to survey hospitals,
shops and labels.
Executive Director of UNICEF, Carol Bellamy, says: "Marketing practices that
undermine breastfeeding are potentially hazardous wherever they are pursued:
in the developing world, WHO estimates that some 1.5 million children die
each year because they are not adequately breastfed." (3) In industrialized
countries a bottle-fed baby is more likely to suffer from respiratory
diseases or gut infections.
The major conclusion of "Breaking the Rules 1998" is that the industry
continues its focus on the health care system. "Maternity hospitals are the
most direct avenue to mothers and babies whereas health care professionals
are the best authority to endorse new products and so build brand loyalty
among their patients," says Annelies Allain, one of the editors. Nearly
half the 54-page illustrated report is devoted to examples of continued
violations of the International Code in hospitals and clinics.
The rules of the Code and subsequent World Health Assembly Resolutions are
blatantly broken by companies donating samples and supplies, posters,
calendars, promotional booklets and gifts to health professionals and to
mothers.
Most companies have stopped advertising infant formula directly to the
public. Infant formula, however, is not the only breastmilk substitute.
Other foods promoted for infants younger than 6 months are in effect
marketed to replace breastmilk which is by itself the optimal way to feed
infants during the first 6 months.(4, 5) Follow-up formulas are promoted
for different age groups but they too replace breastmilk, the most
nutritious liquid part of the baby's diet.(5) While it is quite "legal" for
companies to have these products in the market, promotion of them is not
allowed.
In Canada however, awareness among health professionals has increased
significantly over the past 10 years, and many will no longer participate in
free sampling of infant formula and other policies which violate the
International Code. As a result, we are seeing a marked increase in
direct promotion to expectant and new parents, by means of advertising,
direct mail, free "infant nutrition" seminars, and exhibits at parent shows.
Currently some 21 countries(6) have laws which go beyond the 17-year old
Code which is a "minimum requirement" and take into consideration the more
recent WHA Resolutions. Another 22 countries have laws or other measures
drafted and are in the process of approval. The baby food industry is
worried about this and lobbies hard to limit the scope of new laws. "Most
companies now say that they abide by the Code, subject to their
interpretation which usually means that the scope covers only infant
formula", says Ellen Sokol, Legal Adviser of the IBFAN Code Documentation
Centre and co-author of the report, "but many of the new laws avoid
ambiguous interpretations by having a very clear scope which would cover the
products which are now still being promoted with impunity."
The aim of the Code is to protect and promote breastfeeding. "Breaking the
Rules 1998" reports on activities that violate the letter as well as the
spirit of the Code. Companies are increasing direct marketing to mothers.
They use the health care system to build mailing lists of new mothers and
send them samples, gifts and booklets at home.
The subtitle "Stretching the Rules" refers to the final section of the
report which describes how new products and practices have been introduced
in a number of countries and are expected to spread to others. One of these
new products is a `formula for mothers', presently marketed by at least ten
major companies. It is a clever invention which allows companies to ride on
the breastfeeding wave, sell a new product and, by promoting it widely,
remind mothers, doctors and midwives of their company name.
Despite industry's usual dismissal of independent monitoring reports, IBFAN
is committed to continue holding industry accountable for its obligations
under the Code. Caroll Bellamy said it was unfortunate and ill-advised that
the baby food industry should have ignored the findings and rejected
Cracking the Code, an earlier monitoring report issued in January 1997. "It
is also noteworthy" she said, "that the findings of IBFAN, in its regular
monitoring activities, are clearly vindicated by this report... UNICEF
proposes that IBFAN be given renewed encouragement to continue monitoring
compliance with the International Code. UNICEF views this as an issue of
great consequence... It speaks, quite simply, to child survival and
development." (3)
- end -
The report will be simultaneously released in 35 countries around the world.
For further information please contact Elisabeth Sterken, National Director,
INFACT Canada, 416 595-9819 or 519 667-3045, e-mail [log in to unmask]
Notes
1. The International Code of Marketing of Breastmilk Substitutes was adopted
in May 1981 by the World Health Assembly, by 118 countries against one.
2 This global report is based on national reports and data from the
following countries: Argentina, Bangladesh, Benin, Bolivia, Brazil,
Colombia, Costa Rica, Côte d'Ivoire, Croatia, Dominican Republic, Gabon,
Germany, Guatemala, Indonesia, Kenya, Korea, Malaysia, Mauritius, Mexico,
Nicaragua, Niger, Peru, Philippines, Senegal, Spain, Tanzania, Thailand,
Uruguay, Venezuela, W.Samoa and Zambia.
3 Statement by Carol Bellamy, UNICEF Executive Director, 14 January 1997.
4 World Health Assembly Resolution 49.15, adopted unanimously on 25 May, 1996.
5 Policy statement by the American Academy of Pediatrics, November 1997.
6 Latest records of the International Code Documentation Centre.
See also Michele Landsberg's column at
http://www.thestar.com/back_issues/ED19980322/news/980322NEW02_CI-LANDS22.html
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