BTR – Code violations 2004-2007


A 150-page report on practices by baby food companies which violate the International Code of Marketing of Breastmilk Substitutes. Lots of pictures of violations in full colour.

Breaking the Rules, Stretching the Rules 2007 (BTR 2007)





Evidence of violations of the International Code of Marketing of Breastmilk Substitutes and subsequent resolutions.


BTR 2007 focuses on marketing practices of 12 baby food companies (including Abbott Ross, Danone, Nestle, Numico, Mead Johnson , Wyeth) and 13 feeding bottle and teat companies (including Avent, Chicco and

Pigeon). BTR is based on more than 3000 observations submitted to ICDC from 67 countries between June 2004 to November 2007. Each company report is prefaced by a profile and a “look at this” box which

highlights a mind-boggling marketing practice by the company.


For the first time, BTR is designed so that individual company reports can be purchased and sent/downloaded electronically.


* Check out the overview of the latest marketing trends – Executive Summary

* Find out how data is collected – Introduction

* Learn more about the scope and prohibitions of the International Code and the recommendations of subsequent resolutions

* Discover what the BTR has uncovered about the following companies

Click on the thumbnails to check out the profiles of each company.















1. Abbott Ross Full electronic report available for sale at US$30/-




2. Bayer – United Pharmaceuticals Full electronic report available for sale at US$20/-


3. Danone


Full electronic report available


for sale at US$20/-




4. Friesland Full electronic report available for sale at US$20/-


5. Gerber


Full electronic report available


for sale at US$20/-




6. Heinz


Full electronic report available


for sale at US$20/-


7. Hipp


Full electronic report available


for sale at US$20/-




8. Humana


Full electronic report available


for sale at US$20/-


9. Mead Johnson


Full electronic report available


for sale at US$30/-




10. Nestle


Full electronic report available


for sale at US$50/-


11. Numico


Full electronic report available


for sale at US$50/-




12. Wyeth


Full electronic report available


for sale at US$30/-


13. Feeding bottle and teats


– full report consists of violations


by Adiri, Avent, Camera, Chicco,


Dr Brown’s MAM, Nuby, NUK,


Pigeon, Playtex, Second Nature,


Tommeee Tippee and updates on


Evenflo and Johnson & Johnson


Available for sale at US$ 30/-



Electronic version of the company reports can now be ordered via the IBFAN website

Contact: [email protected]


Print version

The print copy of the full compilation of the BTR is available from IBFAN–ICDC at US$150/- Special rate of US$50/- applies exclusively to non-profit groups. Discounts available for bulk orders. All prices quoted are inclusive of airmail postage.
Please note, if you will use the report for investment planning, or offer such a service to others, then you are classified as a commercial organisation for the purpose of buying this report.

LIMITED PRINT-RUN. GET YOUR COPY NOW WHILE STOCK LASTS.

Fill in the Form and send your order to IBFAN-ICDC at [email protected]
CD version: please enquire about prices and postage