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Labels

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INFORMATION WITHELD

The Code stipulates that infant formula labels must clearly state the superiority of breastfeeding; include preparation instructions and a warning about the health hazards of inappropriate preparation. For many mothers, product labels are the only source of information about infant feeding.

Abbott-Ross, Hipp, Mead Johnson, Milupa, Nestlé, Nutricia and Wyeth do not include the required information on some of their infant formula labels. Abbott-Ross in Côte d'Ivoire and Taiwan, Hipp and Wyeth in the UAE and Nutricia (Cow & Gate) and Friesland in Hong Kong, do not translate the necessary information into the appropriate local languages and, as such, the product information is inaccessible to mothers.

 


 

 

 

 

SIMILAR LABELLING

Many companies now use follow-up formula labels to promote the use of the same company's infant formulas. Companies try not to differentiate labels as they wish to interpret the Code to apply only to infant formula. Therefore, labelling follow-up formula similar to infant formula is one way of promoting infant formula. Unfortunately, this leads to mothers being confused. Giving the wrong formula at too early an age is detrimental to the baby's health.

Misleading Claims

Some companies idealise the use of their product by promoting a sense of trust :

  • Through statements like, "Enfamil ... a formula that's close to breast-milk." (Mead Johnson on the Internet: www.enfamil.com). "You can feel good about Carnation Alsoy" (Nestlé in the USA). "Mothers trust Nestlé" (in Russia). "1st Choice of Doctors" (Abbott-Ross in the USA). Wyeth went so far as to use "Parent's Choice" as a brand name.

  • By using health claims to promote an image of quality and good health. Ross labels in the USA claim that the formula "supports good growth similar to that of infants fed breastmilk", while Mead Johnson's Enfamil AR claims that the product is "specially designed for babies who spit up frequently". Milupa's Conformil 1 label claims it "favours a bacterial intestinal flora similar to breastfeeding". Nutricia's Bebelac FL labels in Malaysia imply WHO endorsement, saying: "The nutrient level complies with the recommendation of WHO".

Playtex bottles in the USA ignore breastfeeding and claim, "No other feeding system more sanitary or convenient", while Gerber's Disposable Nurser System claims to include "everything you'll need to feed your baby".

 

 

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