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Breastfeeding protects mothers and infants from
serious illnesses and diseases. The International Code protects
breastfeeding against unethical practices of the breastmilk substitute
industry. Breastmilk substitute marketing targets mostly women,
but also our societal values. If you believe that this industry's
main priority is our babies' and public health, or the "promotion"
of breastfeeding, think again! It is an industry that rakes in
several billion dollars per year, and spends millions to lobby
governments and promote itself to health professionals, often
with false representation or incomplete, unfounded information.
Unfortunately, these days, money talks, so governments, health
care systems and yes, certain health professionals are "bought",
often without really being conscious of it. Some studies conducted
with health professionals have revealed that a high percentage
of them obtain their breastfeeding and infant nutrition "knowledge"
from formula company literature!
The impact of the marketing of infant feeding
products reaches into our homes. New mothers are given free samples
of formula, babies are given bottles in hospitals, coupons or
food samples arrive in the mail, and booklets and videotapes are
distributed on formula feeding and weaning, often in places where
women receive pre- and post-natal care. All this, wrapped up in
beautiful "gifts", such as diaper bags, bottle warmers,
scholarship funds, etc. If the industry spend this much money
on "gifts", be sure it is because they know they will
profit from it: it is easy for a mother to switch from breastfeeding
to formula feeding, but if she regrets her decision, her decision
is irreversible, and formula companies know this. A bit of doubt
or insecurity well seeded is all they need to secure a long-term
clientele. Even prices are adjusted according to each region's
breastfeeding rates! (the higher the rate, the lower the prices...)
And what of the mothers who turn to formula feeding without ever
really having been given all the facts?
The Code prohibits marketing of these products
in these ways. It covers all products that can replace breastmilk
in part or in whole, such as artificial baby milks, cereals, teas
and juices, as well as bottles and teats.
It is time to make this industry respect the
rules of ethics that were ratified by 118 nations, including Canada.
The Code has 10 important
provisions:
I. It is forbidden
to advertise breastmilk substitutes to the public.
II. It is forbidden to give free samples of breastmilk
substitutes to mothers.
III. It is forbidden to promote breastmilk substitutes
in health care facilities, including the distribution of free
or low-cost supplies.
IV. It is forbidden for company sales representatives
to advise mothers on their products or on infant feeding.
V. It is forbidden to offer gifts or personal samples
to health workers (physicians, nurses, midwives, lactation consultants,
breastfeeding counsellors, etc.).
VI. It is forbidden to use words or pictures idealising
artificial feeding, or pictures of infants on labels of infant
milk containers.
VII. Information on infant feeding provided to health
workers should be scientific and factual.
VIII. All information on artificial infant feeding, including
that on labels, should explain the benefits of breastfeeding
and the costs and risks associated with artificial feeding.
IX. Unsuitable products, such
as sweetened condensed milk, should not be promoted for babies.
X. Manufacturers and distributors should comply with
the Code's provisions even if countries have not adopted laws
or other legislative measures concerning the marketing of breastmilk
substitutes.
Full text:
http://www.who.int/nut/documents/code_english.PDF
More
Info: http://www.breastfeedingcanada.ca/html/thecode.html
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