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Gerber's
website encourages visitors to "Join My Gerber and
get $50 in coupons for Gerber products". Besides
photos of baby faces on several pages, the Gerber baby
is shown alongside a link to special offers.
Mead
Johnson Enfamil.
Abbott-Ross
Similac.
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THE
BORDERLESS FRONTIER
Anyone can
access Internet sites from anywhere in the world - a vivid
example of what globalisation has brought about. It respects
no boundaries, languages, cultures, customs nor laws,
making it a challenge for the enforcement of regulations
prohibiting the promotion of breastmilk substitutes, feeding
bottles and teats.
WEBSITE
INCENTIVES
Some company
websites offer free samples, gifts and discounts as incentives
to purchase products. Three examples are Gerber, Nestlé
Carnation and Mead Johnson websites. The Abbott-Ross,
Meiji and Morinaga websites make comparisons between the
companies' products and mother's milk. All of these practices
are in violation of the Code.
GOING
ONLINE
Many company
websites offer visitors personalised information and services,
for which visitors must register, enabling the company
to compile mailing lists. Members of online clubs receive
newsletters, discounts, a toll-free number and coupons.
Mead Johnson Canada, for example, invites mothers to enrol
in a personalised programme for pregnant women called
"Baby Steps" because "every baby is special
in its own way".
Another way
to compile information is to survey visitors or to invite
mothers to join online clubs for mothers or babies. Members
of Abbott-Ross' "Welcome Addition" online club
are entitled to newsletters, discounts on formula, free
membership in the Welcome Addition Club and "other
great values".
Mead
Johnson and Abbott-Ross offer free home delivery. Mead
Johnson's delivery package offers gifts and samples, discounts
after four months and six months in the programme, and
a free last shipment at 12 months. The company also offers
10 prizes per year of a US$ 5,000 Trust Fund.
Another
website advertises "quality infant formula at substantial
savings" (as much as 30% off the purchase of six
cans) and shows pack shots of Babymil, Enfamil and Similac.
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