Promotion to the public

• Cannon advertises Avent products in magazines like Happy Parents in Russia, Donna E Mama in Italy and Practical Parenting in the UAE. An ad in Uruguay’s Mother and Baby magazine contains the slogan, “The freedom to choose,” and shows a full range of products. A magazine ad in Italy for a travel set of bottles and teats reminds mothers to “Carry it with you always”. Ads in American Baby in the USA and Expecting our Baby in the UAE promise that Avent “gives you…the flexibility you need to breastfeed, bottle feed, or combine the two…the best of both worlds…”. The ad shows a picture of an expectant mother influencing other pregnant women at a time when they are making infant feeding choices.

Putting bottles between baby and the breast.

Avent advertises over the Internet, promoting the “natural form”of its bottles and teats which allows babies to suckle “similar to breastfeeding”. Shops in the UAE and Mexico distribute Avent brochures and booklets promoting bottle feeding. Special promotions, sales and displays are used in shops in the UAE and Italy.

Adequate labelling

• Avent bottles and teats packages in the UAE show mothers and fathers bottle feeding babies. Packaging and package inserts display bottles and teats.

• Labels in the UAE, Italy and Malaysia make comparisons between the product and mother’s breast and discourage breastfeeding: “Best for combining breast and bottle feeding”, “Just like mother’s breast”, “Your baby’s natural feeding companion up to 36 months”, “Allows baby to suckle just like at mother’s breast” and “Medically proven to reduce colic in the newborn.”