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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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