IBFAN Global evidence collection
IBFAN's concerns regarding the prevention and control of food fraud are primarily focussed on labelling and information for products marketed globally for infant and young child feeding and “nutritional” products for pregnant and lactating women.
Labelling or marketing a food product in a manner that is false, misleading, or deceptive.
IBFAN considers that misleading and deceptive claims on labels and marketing tools qualify as misrepresentation and concealment.
Examples of misleading and deceptive labelling and marketing.
Maternal milks for pregnant and lactating mothers distributed in Timor-Leste emergency response (2021) to malnourished and illiterate mothers. The risk also includes being mistakenly given to infants and young children.
“Maternal milk promoted in Timor-Leste Danoné Lactamil, misleadingly and confusingly cross-promoted with infant formula for newborn babies. Is this for the mother or the baby? This ultra-processed product targets breastfeeding mothers, undermining confidence in breastfeeding and normal family foods”.
Instagram (2025). This product is from Turkey.
Türkiye SMA Optipro 2026.
Türkiye Aptamil immunity claims 2020.
Bobbie digital marketing.
Compleat packshots - “selling such products direct to consumers” - “REAL FOOD INGREDIENTS”.
“NESTLÈ LACTOGROW Recover is here! Give your 1-3 year old relief from diarrhea so he can continue to Grow Happy this summer and all year long!”
Dra Patricia Barrios Skrok.
Close-up photographs from Canadian retail document front, nutrition information, ingredients and preparation panels. The examples were supplied for review in relation to WHA resolution 58.32, Canadian requirements for nutrient-content claims on foods intended solely for children under four years of age, and Article 9.2 of the International Code.
The front panel promotes “DHA Plus”, “26 nutrients”, “2 dietary fibres” and support for child and toddler nutrition. The accompanying photographs document the nutrition, preparation and ingredient panels.
The image illustrates IBFAN's concern that sustainability imagery and idealising claims can be used to promote ultra-processed foods for infants and young children.
The materials document product claims and advertising for maternal products, infant formula, follow-on formula and growing-up milk in Hong Kong.
The photographs show Materna advertising directed at pregnant women, featuring DHA and baby brain development messaging.
The product images show Aptamil Profutura 2 labelled “Care for Cesarean Born Babies” and Aptamil Cesar Biotik 1 labelled “Also suitable for babies born by C-section”.
The Nestlé Hong Kong online listing presents NAN INFINIPRO 3 as a “Breakthrough Formula” and links the product to allergy risk reduction, immunity and growth.
A bus advertisement photographed in Hong Kong promotes HiPP COMBIOTIC with “global No.1 organic” messaging and references HMP.
IBFAN considers that misleading and deceptive claims on labels and marketing tools qualify as misrepresentation and concealment as noted in the Draft Guidelines Section 4. Types of Food Fraud.
Both the “misrepresentation” and “concealment” of information are critical labelling and information examples in order to protect vulnerable consumers.
We are a global network which has worked tirelessly to combat misleading commercial promotion and protect breastfeeding, a vital pillar for children’s well-being.
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