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The Code
is intended to protect mothers from commercial influence
so as to enable them to make informed decisions about
infant feeding. Concerned more with "healthy profits"
than healthy babies, baby food companies pay lip service
to the importance of breastfeeding and try to find new
ways around Code restrictions.
Gerber
free sample attached to magazine in Malaysia.
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Gerber
complementary foods are advertised in newspapers
and magazines in several countries for use
below six months of age.
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In magazines that are donated to hospital
waiting rooms in Taiwan, the products are
also promoted for use in a bottle.
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In Egypt and Malaysia consumers are invited
to send their names and addresses to receive
free samples or a feeding bowl and spoon.
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BABY
CLUBS
One
common strategy used by most companies nowadays is to
establish Baby Clubs and Mothers' Clubs, which gives
them an excuse to get into direct contact with mothers.
Building a mailing list is the main purpose for these
clubs.
Mothers
(or mothers-to-be) submit their addresses, babies' names
and birth dates through the Internet or on leaflets
distributed in shops or by health workers. Soon they
receive gift packs containing free samples, discount
coupons, feeding bottles or other gifts along with a
club magazine offering infant feeding advice and promoting
company products.
Mead
Johnson approaches Malaysian mothers even before their
babies are born. Shelf talkers in shops invite them
to join its MaMa Club to receive a free subscription
of the Mead Johnson MaMa Club newsletter "Mama to Mama".
Mothers just need to submit tin foils from the lids
of any Mead Johnson product, including infant formula,
to become members.
In
Singapore, Nestlé's Blue Bear invites mothers-to-be
into the Nestlé Baby World to "prepare for motherhood".
Club members receive newsletters containing "tips on
nutrition, baby care, weaning and more" and a booklet
about pregnancy and the unborn baby's development.
Nestlé
denies that Nestlé Baby World violates the Code. The
company claims that the Club provides mothers with information
on nutrition and care of "babies at weaning age and
toddlers" and that cereal products fall outside the
scope of the Singapore Code. So why then does Nestlé
address pregnant women?
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