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Code violations
In response to the theme
of the World Breastfeeding Week 2006 -"Code
Watch - 25 Years of Protecting Breastfeeding",
we have visited some supermarkets, pharmacies
and clinics during June 2006. We have also
collected some examples of Code Violations from
newspapers and magazines. Below you will see
some existing marketing tactics which affect
parents in making an informed choice on infant
feeding.
Decorative
items promoting product brands
Posters, stickers or
other decorative items that refer to product
brands are commonly displayed in maternity
wards, clinics and pharmacies, places most
frequented by pregnant women or mothers of
newborns. |
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Mother
Clubs
Establishing Mother Clubs gives companies
an excuse to get into direct contact with
mothers. Mothers are urged to submit their
addresses, babies' names and birth dates through
the Internet or on leaflets distributed in
shops. These information are used for direct
promotion of their products. Soon they are sent
gift packs containing free samples or other
gifts along with a club magazine promoting
company products. |
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Implying
that formula is equivalent to
breastmilk
The Code
states that information regarding the products
should not imply that bottle feeding is
equivalent or superior to breastfeeding.
Companies are breaking the rules by claiming
their formulas are close to breastmilk. The
composition of breastmilk is complex and varies
during a feed, from morning to night, and with
the age of the baby. Formula can hardly compare
with breastmilk. |
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Information or
Promotion?
The Code
requires any informational and educational
material to state that breastfeeding is the best
and give warnings about artificial feeding, but
companies' leaflets and posters seldom comply
with these requirements. Most are purely
promotional. |
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Pictures
or texts idealizing the use of
formula
Pictures of
attractive babies or cute baby animal characters
are frequently used to idealize the use of
breastmilk substitutes, or the image of bottle
feeding. |
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Pictures
or texts idealizing the use of
formula
Pictures of
attractive babies or cute baby animal characters
are frequently used to idealize the use of
breastmilk substitutes, or the image of bottle
feeding. |
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Samples
and Gifts to mothers
Companies
are breaking the rules by providing samples or
gifts to mothers at retail level or by direct
mailing, to promote and advertise their
products. |
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| LET'S MONITOR THE CODE
TOGETHER!! |
If you find any promotional activity or
advertisement of breastmilk substitutes around
you, please take a picture and send to us at
email: bfhi@unicef.org.hk . Kindly also include the place and time where
you spot the violations.
When a case of
Code violation has been reported, protest letter
will be sent to the involved company, and cc to
other related organizations e.g. UNICEF New
York, WHO, the Hong Kong Consumer Council, the
Legislative Council, and other baby food
companies to arouse public awareness. Apart from
protest letter, the Association will also report
to International Baby Food Action Network
(IBFAN) about the cases of Code violations
in Hong Kong to stress international pressure on
the milk companies. Together we can make a
difference!
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