What is covered?
The International Code applies to breastmilk
substitutes, bottle-fed complementary foods and bottles
and teats. Infant formula is very clearly covered.
The classification of baby milks known as
"follow-on" or "follow-up"
formulas was invented by the baby food industry after the
introduction of the Code. (In 1986 the World Health Assembly
adopted resolution WHA39.28 saying these milks are "not
necessary".) Companies argue that follow-on formulas
are not breastmilk substitutes, but complementary foods and
claim they are not covered. However, bottle-fed complementary
foods are explicitly listed as within the scope of the Code.
In addition, the World Health Organisation recommends breastfeeding
into the second year of life and follow-on formulas replace
this milk and so could be viewed as breastmilk substitutes.
"Complementary foods"
more properly refers to cow's milk, fruit juices, cereals, vegetables,
or any other fluid, solid or semi-solid given in addition to
breastmilk (or artificial milk). These are also commonly called
weaning foods. Complementary foods come within the scope of the
Code if they replace that part of a babies diet best fulfilled
by breastmilk. In 1996 the World Health Assembly adopted resolution
WHA49.15 saying that all complementary foods should not be marketed
in a way that undermines exclusive and sustained breastfeeding.
BANNED
For products within its scope the International
Code bans:
- Advertising
- Free samples
(unless for the purpose of professional evaluation or research)
- Contact
between company representatives and pregnant women
or mothers of infants and young children
- Promotion through health care facilities (e.g. no posters, no brand names on pens or writing
pads, no leaflets for mothers)
- Gifts
to health workers or mothers
- Labels which have pictures of babies
or pictures or text which idealise the use of infant
formula
Free supplies
Free supplies of products covered by the
Code are banned by resolution WHA 47.5 "in any part of the
health care system".
REQUIRED
And the Code requires that:
- Labels are in the appropriate language
for the country and contain stipulated warnings and
messages
- stipulated warnings and messages appear
in educational materials relating to infant feeding
whether written, audio or visual
- information given to health professionals
is limited to matters that are factual and scientific
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What
is promotion?
IBFAN is
not campaigning for a ban of artificial infant foods.
It is campaigning for appropriate marketing. In other
words, companies may manufacture and distribute these
products and make health professionals aware of them
by providing scientific and factual information. The
products are then available to those who need them.
Promotion,
however, is banned by the International Code. IBFAN
campaigns to see this ban observed. Companies should
not promote the use of the products to mothers, health
workers or anyone else in any way, be it through advertising,
direct mail, leaflets and pamphlets, posters, product
samples, free gifts, video shows, lectures or sponsorship
of events.
Promotion
is about persuasion.
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