WHO Code of Marketing of Breast milk
Substitutes
Fact sheet for Health care professionals
Summary
‘In view of the vulnerability of infants in the early months of life and the risks
involved in inappropriate feeding practices, including unnecessary and improper
use of breast milk substitutes, the marketing of breast milk substitutes requires
special treatment, which makes usual marketing practices unsuitable for these
products’. WHO Code
What is the WHO Code?
The WHO International Code of Marketing Breastmilk Substitutes was adopted
in 1981 by the World Health Assembly (WHA) to promote safe and adequate
nutrition for infants, by the protection and promotion of breastfeeding and by
ensuring the proper use of breast-milk substitutes, when these are necessary.
One of the main principles of the Code is that health care facilities should not be
used for the purpose of promoting breast milk substitutes, feeding bottles or
teats. Subsequent World Health Assembly resolutions have clarified the Code
and addressed some related issues.
Which products fall under the scope of the Code?
The Code applies to breast milk substitutes (infant formulae) when marketed or
otherwise represented to be suitable, with or without modification, for use as a
partial or total replacement of breast milk. Special formulas for infants with
special medical or nutritional needs also fall under the scope of the Code.
Since exclusive breastfeeding is to be encouraged for 6 months, any food or
drink during this period is a breast milk substitute and thus covered by the
Code. This would include baby teas, juices and waters, as well as cereals,
processed baby meals, including bottle-fed complementary foods, and other
products marketed or otherwise represented for use before six months.
Since continued breastfeeding is to be encouraged for two years or beyond, any
milk product shown to be substituting for the breast milk part of the child’s diet
between six months and two years, such as follow-on formula, ‘toddler’ or
‘growing up milks’, are breast-milk substitutes and are thus covered by the Code.
The Code also applies to feeding bottles, teats and soothers.
What does the Code say?
The main points in the Code include:
•
no advertising of breast-milk substitutes and other related
products to the public;
•
no free samples to mothers or their families;
•
no promotion of products, i.e. no product displays, posters,
calendars, or distribution of promotional materials;
•
no donations of free or subsidised supplies of breast-milk
substitutes or related products in any part of the health care
system;
•
no company-paid personnel to contact or to advise mothers;
•
no gifts or personal samples to health workers;
•
no pictures of infants, or other pictures or text idealising artificial
feeding, on the labels of the products;
•
information to health workers should only be scientific and factual;
•
information on artificial feeding should explain the importance of
breastfeeding, the health hazards associated with artificial
feeding and the costs of using artificial feeding ;
•
all products should be of a high quality, and unsuitable products,
such as sweetened condensed milk, should not be promoted for
babies.
Who is a “health worker” for the purposes of the Code?
According to the Code, any person working in the health care system, whether
professional or non-professional, including voluntary and unpaid workers, in
public or private practice, is a health worker. Under this definition, ward
assistants, health care assistants, housekeeping, nurses, midwives, social
workers, dieticians, physiotherapists in-hospital pharmacists, doctors,
administrators, clerks, etc. are all health workers.
What are a hospital and health worker’s responsibilities under the
Code?
1. Encourage and protect breastfeeding. Health workers involved in maternal
and infant nutrition should make themselves familiar with their responsibilities
under the Code, and be able to explain the following:
•
the importance and superiority of breastfeeding;
•
the role of maternal nutrition in breastfeeding;
•
the preparation for and maintenance of breastfeeding;
•
the negative effect on breastfeeding of introducing partial bottle-
feeding;
•
the difficulty of reversing the decision not to breastfeed; and
•
where needed, the proper use of infant formula, whether
manufactured industrially or home-prepared.
When providing information on the use of infant formula, health workers
should be able to explain:
•
the social and financial implications of its use;
•
the health hazards of inappropriate foods or feeding methods; and
•
the health hazards of unnecessary or improper use of infant
formula and other breast-milk substitutes.
2. Ensure that the health facility is not used for the display of products
within the scope of the Code, for placards or posters concerning such
products, including logos of manufacturers. Ensure that packages of breast milk
substitutes and other supplies purchased by the health facility are not on display
or visible to mothers.
3. Refuse any gifts offered by manufacturers or distributors, including
mugs, pens, Post-its, entertainment or financial support.
4. Refuse samples (meaning single or small quantities) of infant formula or
other products within the scope of the Code, or of equipment or utensils for their
preparation or use, unless necessary for the purpose of professional evaluation
or research at the institutional level.
5. Never pass any samples to pregnant women, mothers of infants and
young children, or members of their families. Samples of infant formula should
not be given to mothers on discharge.
6. Disclose any contribution made by a manufacturer or distributor for
fellowships, study tours, research grants, attendance at professional
conferences, or the like to management of the health facility.
7. Be aware that support and other incentives for programmes and health
professionals working in infant and young-child health should not create
conflicts of interests.
Adapted from:
UNICEF/WHO, Baby-friendly Hospital Initiative: revised, updated and expanded
for integrated care, Section 1, Background and Implementation, 2008
1. Introduction
It is the policy of the Health Sector in Ireland that ‘all health service providers
will protect breastfeeding in line with the WHO International Code of Marketing
of Substitutes and subsequent relevant WHA resolution’ (DoHC, 2005).
The International Code of Marketing of Breastmilk Substitutes aims to contribute
to the provision of safe and adequate nutrition for infants, by the protection and
promotion of breastfeeding, and by ensuring the proper use of breastmilk
substitutes, when these are necessary, on the basis of adequate information
and through appropriate marketing and distribution
To assist health care professionals, all HSE staff and HSE funded organisations
in their responsibilities to comply with the WHO International Code of Marketing
of Breastmilk Substitutes and subsequent relevant WHA resolutions; the
following guide has been prepared by the National Breastfeeding Strategy
Committee.
All health care professionals, HSE staff and HSE funded organisations should
adhere to the articles of the WHO International Code of Marketing of Breastmilk
Substitutes and subsequent relevant World Health Assembly (WHA)
Resolutions.
2. Aim
The aim of this guide is to assist Irish Health Care Professionals to contribute to
the provision of safe and adequate nutrition for infants by:
• Protecting and promoting breastfeeding
• Ensuring the proper use of breast-milk substitutes, when these are
necessary, on the basis of adequate information and through appropriate
marketing and distribution.
The Guide supports the following policies which should also be consulted:
• The HSE Infant Feeding Policy for Maternity and Neonatal Services
(HSE 2015)
• The Breastfeeding Policy for Primary Care Teams and Community
Healthcare settings (HSE 2015)
The Guide provides information on the WHO International Code of Marketing
of Breastmilk Substitutes and subsequent relevant World Health Assembly
(WHA) Resolutions.
In this guide, the WHO International Code of Marketing of Breastmilk
Substitutes will be referred to as the WHO Code
3. Guidance on the Protecting Breastfeeding and the Code of Marketing of
Breastmilk Substitutes
What is the (WHO) International Code of Marketing of Breastmilk
Substitutes?
The WHO International Code of Marketing of Breastmilk Substitutes (usually
abbreviated to the WHO Code) was adopted in 1981 by the World Health
Assembly (WHA) to promote safe and adequate nutrition for infants, by the
protection and promotion of breastfeeding and by ensuring the proper use of
breast-milk substitutes, when these are necessary.
The WHO Code focuses on:
• Information and Education
• The General Public and Mothers
• The Healthcare system and Health Workers
• Labelling
• Company employees
• Quality
• Implementation & Monitoring
What products are covered by the Code?
Breastmilk substitutes refer to any product which constitutes a partial or total
replacement of breastmilk. This includes infant formula, follow on formula, so-
called growing up or toddler milks and similar products, foods and drinks
including baby juices & processed baby foods promoted for use under 6
months, and feeding bottles and teats.
The Code applies to breast milk substitutes when marketed or otherwise
represented to be suitable, with or without modification, for use as a partial or
total replacement of breast milk. Special formulas for infants with special
medical or nutritional needs also fall under the scope of the Code. The Code
also covers feeding bottles, teats and soothers.
Since exclusive breastfeeding is to be encouraged for 6 months, any food or
drink during this period is a breast milk substitute and thus covered by the
Code. This would include baby teas, juices and waters, as well as cereals,
processed baby meals, including bottle-fed complementary foods, and other
products marketed or otherwise represented for use before six months.
Since continued breastfeeding is to be encouraged for two years or beyond, any
milk product shown to be substituting for the breast milk part of the child’s diet
between six months and two years, such as follow-on formula, ‘toddler’ or
‘growing up milks’, are breast-milk substitutes and are thus covered by the Code.
The main points in the Code include:
•
no advertising of breast-milk substitutes and other related
products to the public in any place e.g. clinics, GP surgeries,
shops etc
•
no free samples to mothers or their families
•
no promotion of products, i.e. no product displays, posters,
calendars, or distribution of promotional materials
•
no donations of free or subsidised supplies of breast-milk
substitutes or related products in any part of the health care
system
•
no company-paid personnel to contact or to advise mothers
•
no gifts or personal samples to health care workers
•
no pictures of infants, or other pictures or text idealising artificial
feeding, on the labels of the products;
•
information to health care workers should only be scientific and
factual
•
information on artificial feeding should explain the importance of
breastfeeding, the health hazards associated with artificial
feeding and the costs of using artificial feeding
For the purpose of the Code a ‘health care worker’ is defined as any person
working in the health care system, whether professional or non-professional,
including voluntary and unpaid workers, in public or private practice, is a health
worker. Under this definition, ward assistants, health care assistants,
housekeeping, nurses, midwives, social workers, dieticians, physiotherapists in-
hospital pharmacists, doctors, administrators, clerks, etc. are all health workers.
Health care workers involved in maternal and infant nutrition should make
themselves familiar with their responsibilities under the Code.
Why is this important?
Breastfeeding is the biologically and socially normal feeding method for infants
and young children. The WHO Code of Marketing of Breastmilk Substitutes
recognises the importance of breastfeeding ‘for healthy growth and
development of infants; it forms a unique biological and emotional basis for the
health of both mother and child; the anti-infective properties of breast milk help
to protect infants against disease’.
It also recognises that ‘in view of the vulnerability of infants in the early months
of life and the risks involved in inappropriate feeding practices, including
unnecessary and improper use of breast milk substitutes, the
marketing of breast milk substitutes requires special treatment, which makes
usual marketing practices unsuitable for these products’.
Since the publication of the WHO Code in 1981, a number of World Health
Assembly Resolutions have been agreed by member states. These are referred
to as subsequent relevant WHA Resolutions (see Appendix 1: Summary of
WHA Resolutions adopted subsequent to the Code)
Is the Code for all Parents?
Yes, the implementation of the Code helps health care workers to ensure that
all parents have access to accurate unbiased information on infant feeding, free
from commercial influence. Health workers involved in maternal and infant care
and nutrition, provide information and discussion on infant feeding to help
enable parents to make informed infant feeding decisions. All parents should be
supported with infant feeding and provided with information to meet their needs.
Mothers who decide to use infant formula should be given one-to-one or small
group instruction on the safe preparation on formula feeds in the postnatal
period. Health care professionals should not promote a specific brand of
formula, or be involved in the promotion of products used for infant feeding.
Scope of the Code & WHA Resolutions
Information and education
Governments should have ‘responsibility to ensure that objective and consistent
information is provided on infant and young child feeding for use by families and
those involved in the field of infant and young child nutrition’.
Health care professionals should give accurate, objective and consistent
information and educational material on breastfeeding. They should discuss the
importance of breastfeeding and risks of not breastfeeding so parents can make
an informed decision. Information leaflets provided by HSE and Government
agencies should be used.
If a mother makes an informed decision not to breastfeed health care
professionals should not promote a specific brand of formula, or be involved in
the promotion of products used for infant feeding.
All information prepared by health workers on formula feeding should explain
the importance of breastfeeding, and the health risks of formula feeding. For
example
• Breastmilk is important for your baby’s healthy growth and development
and it protects his digestive system. It contains antibodies to protect your
baby from illness and build his immune system. Breastfeeding is also
important for your baby’s brain development.
• Breastfeeding is important for mothers’ health too as it protects against
ovarian and breast cancer as well as helping you to achieve and
maintain a healthy post pregnancy weight.
• Breastfeeding is cost-free, convenient for you and your baby and always
at the right temperature.
• Research shows that children who are not breastfed have a greater risk
of:
• developing ear, nose and throat infections
• gastroenteritis (vomiting & diarrhoea)
• kidney and chest infections
• obesity and diabetes, and
• sudden infant death syndrome
All information and educational materials for pregnant women and mothers,
should explain the benefits and superiority of breastfeeding, the social and
financial implications of its use, and the health hazards of the unnecessary or
improper use of formula.
Information and educational materials should not use pictures or text that may
idealise the use of formula.
All materials used to provide information should be objective and consistent with
current knowledge.
World Health Assembly Resolution 58.32 calls for action to ‘ensure that financial
and other incentives for programmes and health professionals working in infant
and young child health do not create conflicts of interest’.
Therefore, materials provided by manufacturers or distributors of breastmilk
substitutes should not be used within the health care sector.
Materials provided by manufacturers or distributors of breastmilk substitutes
promoting baby clubs, websites, carelines, phone apps etc. should not be
provided by health care professionals or displayed in Government, HSE or
government funded organisations.
The General Public and Mothers
Article 5 of the Code states that ‘There should be no advertising or other form of
promotion to the general public of products within the scope of the code’.
Companies cannot seek contact with pregnant women and mothers and must
not promote products under the scope of the Code to them or the general public
in any way.
Advertising or promotion can take many forms including mailouts, leaflets,
product samples, free gifts, videos, presentations and sponsorship of events. All
forms of advertising and promotion are prohibited under the Code.
Article 5 also prohibits provision of sample of products, advertising/promotion in
retail outlets and direct or indirect contact with pregnant women and mothers of
infants and young children. This may include telephone or web-based carelines,
talks and classes, mother & baby clubs, shopping centre promotions etc.
Healthcare system and Health Workers
Article 6 and 7 of the Code relate to the Healthcare system and Health Workers.
Article 6.2 states that ‘No facility of a healthcare system should be used for the
purpose of promoting infant formula or other products within the scope of the
Code’.
There should be no promotion of products in the health service or health service
funded organisations. This includes the promotion of a company logo, or sub-
company name, which may be associated with a product. There should be no
display of items including formula, bottles, teats, posters, calendars, charts and
other promotional items. Use of an item such as a pen or note displaying a
company logo, or logo/name associated with a product, is promotion of a
product and not permitted.
Health care facilities should not be used for the distribution of materials by a
manufacturer or distributor, for example infant formula company leaflets in a
display stand.
Health care facilities should not accept samples of formula or provide samples
to pregnant women, mothers or their families. There should be no donation of
free or subsidised supplies of breast milk substitutes and other products in any
part of the healthcare system.
Health care facilities can purchase the ‘small amounts of breast milk substitutes
needed for the minority of infants who require them in maternity wards and
hospitals’ through normal procurement channels and not through free or
subsidised supplies.
Health workers should not accept samples or gifts from companies under the
scope of the Code. Health workers, or members of their families, should not
accept financial or any other material inducements to promote products.
Information provided by companies to health professionals must be restricted to
scientific and factual matters and not imply or create a belief that formula
feeding is equivalent or superior to breastfeeding. All information and
educational materials for pregnant women and mothers, should explain the
superiority of breastfeeding, the social and financial implications of formula, and
the health hazards of the unnecessary or improper use of formula.
.
Companies and Health workers should disclose to the institution any
contribution made towards fellowships, research grants, attendance at
professionals conferences and the like.
WHA resolution 49.15 and WHA resolution 58.32 require that financial support
and other incentives for programmes and health professionals working in infant
and young child health do not create conflict of interest. Research on infant and
young child feeding, which may form the basis for public policies, should always
contain a declaration relating to conflicts of interest and be subject to peer
review.
Labelling
Article 9 relates to labelling and states that:
• ‘Labels should be designed to provide the necessary information about
the appropriate use of the product so as not to discourage
breastfeeding’.
• Warnings and clear instructions must be included. Pictures of infants,
pictures or text that idealises the use of formulae and terms like
‘humanised’ cannot be used.
• Underneath the words ‘Important Notice’ the following should be
included:
• A statement about the superiority of breastfeeding
• A statement that the product should only be used on the advice of a
health worker as to the need for use and the proper method of use.
• Instructions for appropriate preparation and a warning of the health
hazard of inappropriate preparation.
Other areas of the Code
Other articles of the Code relate to Company Employees, Quality and
Implementation & Monitoring.
Company Employees
Personnel employed by manufacturing and distribution companies are banned
from training mothers and pregnant women and from being paid commission for
the sale of products within the scope of the Code. The use by the health care
system of personnel paid for or provided for by companies is not permitted.
Quality
Products should meet the relevant standards adopted by the FAO/WHO Codex
Alimentarius Commission.
Implementation & monitoring
Governments should implement, monitor and report progress to the WHO.
Appendix 1: Summary of WHA Resolutions adopted subsequent to the
Code
The following is summary of the World Health Assembly Resolutions that were
agreed by member states.
These recommendations by the Assembly have the same legal status as the
Code, clarifying and extending certain provisions. For Code implementation,
both Code and resolutions are equally relevant.
Year
Number
Resolutions
1981 WHA34.22 Code overwhelmingly adopted by WHA (118 in
favour, 1 no, 3 abstentions)
Stresses that adoption and adherence to the Code is
a minimum requirement. Member States are urged to
implement the Code into national legislation, regulations
and other suitable measures.
1982 WHA35.26 Recognizes that commercial promotion of breastmilk
substitutes contributes to an increase in artificial feeding
and calls for renewed attention to implement and
monitor the Code at national and international levels.
1984 WHA37.30 Requests that the Director General work with Member
States to implement and monitor the Code and to
examine the promotion and use of foods unsuitable for
infant and young child feeding.
1986 WHA39.28 Urges Member States to ensure that small amounts of
breastmilk substitutes needed for the minority of infants
are made available through normal procurement
channels and not through free or subsidized supplies.
Directs attention of Member States to the following:
Any food or drink given before complementary feeding
is nutritionally required may interfere with breastfeeding
and therefore should neither be promoted nor
encouraged for use by infants during this period.
Practice of providing infants with follow up milks is
“not necessary”.
1988 WHA41.11 Request the Director General to provide legal and
technical assistance to Member States in drafting or
implementing the Code into national measures.
1990 WHA43.3 Highlights the WHO/UNICEF statement on
“protection, promoting and supporting breastfeeding: the
special role of maternity services” which led to the Baby-
Friendly Hospital Initiative in 1992.
Urges Member States to ensure that the principles
and aim of the Code are given full expression in national
health and nutrition policy and action.
1994 WHA47.5 Reiterates earlier calls in 1986, 1990 and 1992 to end
“free or low cost supplies” and extends the ban to all
parts of the health care system; effectively superseding
the provisions of Art.6.6 of the Code.
Provides guidelines on donation of breastmilk
substitutes in emergencies.
1996 WHA49.15 Calls on Member States to ensure that:
Complementary foods are not marketed for or used to
undermine exclusive and sustained breastfeeding;
financial support to health professionals does not
create conflicts of interests;
Code monitoring is carried out in an independent,
transparent manner free from commercial interest.
2001 WHA 54.2 Sets global recommendation of “6 months” exclusive
breastfeeding, with safe and appropriate complementary
foods and continued breastfeeding for up to two years or
beyond.
2002 WHA55.25 Endorses the Global Strategy on Infant and Young
Child Feeding which confines the baby food companies’
role to 1. Ensure quality of their products and 2. Comply
with the Code and subsequent WHA resolutions, as well
as national measures.
Recognizes the role of optimal infant feeding to
reduce the risk of obesity.
Alerts that micronutrient interventions should not
undermine exclusive breastfeeding.
2005 WHA58.32 Asks Member States to:
Ensure that nutrition and health claims for breastmilk
substitutes are not permitted unless national/regional
legislation allows;
Be aware of the risks of intrinsic contamination of
powdered infant formulas and to ensure this information
be conveyed through label warnings;
Ensure that financial support and other incentives for
programmers and health professionals working in infant
and young child health do not create conflicts of interest.
2006 WHA59.11 Member States to make sure the response to the HIV
pandemic does not include non-Code compliant
donations of breastmilk substitutes or the promotion
thereof.
2006 WHA 59.21 Commemorates the 25th anniversary of the adoption
of the Code; welcomes the 2005 Innocenti Declaration
and asks WHO to mobilize technical support for Code
implementation and monitoring
2008 WHA61.20 Urges Member States to scale up efforts to monitor
and enforce national measures and to avoid conflicts of
interest.
Investigate the safe use of donor milk through human
milk banks for vulnerable infants, mindful of national
laws, cultural and religious beliefs
2010 WHA 63.14 Member States to implement recommendations to
reduce the impact on children of the marketing of 'junk'
foods (foods high in saturated fats, trans-fatty acids, free
sugars, or salt) by restricting marketing, including in
settings where children gather such as schools and to
avoid conflicts of interest.
2001 WHA 54.2 Sets global recommendation of “6 months” exclusive
breastfeeding, with safe and appropriate complementary
foods and continued breastfeeding for up to two years or
beyond.
2002 WHA55.25 Endorses the Global Strategy on Infant and Young
Child Feeding which confines the baby food companies’
role to 1. Ensure quality of their products and 2. Comply
with the Code and subsequent WHA resolutions, as well
as national measures.
Recognizes the role of optimal infant feeding to
reduce the risk of obesity.
Alerts that micronutrient interventions should not
undermine exclusive breastfeeding.
2005 WHA58.32 Asks Member States to:
Ensure that nutrition and health claims for breastmilk
substitutes are not permitted unless national/regional
legislation allows;
Be aware of the risks of intrinsic contamination of
powdered infant formulas and to ensure this information
be conveyed through label warnings;
Ensure that financial support and other incentives for
programmers and health professionals working in infant
and young child health do not create conflicts of interest.
2006 WHA59.11 Member States to make sure the response to the HIV
pandemic does not include non-Code compliant
donations of breastmilk substitutes or the promotion
thereof.
2006 WHA 59.21 Commemorates the 25th anniversary of the adoption
of the Code; welcomes the 2005 Innocenti Declaration
and asks WHO to mobilize technical support for Code
implementation and monitoring
2008 WHA61.20 Urges Member States to scale up efforts to monitor
and enforce national measures and to avoid conflicts of
interest.
Investigate the safe use of donor milk through human
milk banks for vulnerable infants, mindful of national
laws, cultural and religious beliefs
2010 WHA 63.14 Member States to implement recommendations to
reduce the impact on children of the marketing of 'junk'
foods (foods high in saturated fats, trans-fatty acids, free
sugars, or salt) by restricting marketing, including in
settings where children gather such as schools and to
avoid conflicts of interest.
WHA 63.23
Member States to strengthen implementation of the
International Code of Marketing of Breastmilk
Substitutes and relevant WHA Resolutions, The Global
Strategy on Infant and Young Child Feeding, the Baby
Friendly Hospital Initiative, Operational Guidance for
Emergency Relief Staff and Programme Managers on
infant and young child feeding in emergencies.
End to all forms of inappropriate promotion of foods
for infants and young children and that nutrition and
health claims should not be permitted on these foods .(
i.e. claims about IQ, eyesight or protection from
infection)
Based on Code & Resolutions and Code Essentials 3; Responsibilities of Health
Workers under the International Code of Marketing of Breastmilk Substitutes
and subsequent WHA resolutions. IBFAN Penang, 2011.
Appendix 2: UNICEF UK Guidelines for the Compliance for Advertising in
Baby Friendly Healthcare facilities
The following guidelines should be used when considering what can be allowed
to be advertised.
1. Advertisements for infant formula, follow-on formula, baby milks, juices and
teas, feeding bottles, teats, dummies and nipple shields are not acceptable.
2. No generic ‘company level’ advertising from Cow & Gate, Aptamil, SMA,
Nestle, Pfizer, Nutricia, Danone, Hipp, Mead Johnson. (This includes any
advertisements which may be inserted in mailing programmes etc.)
3. Mothercare, Boots and similar companies: Anything from these companies
must have nothing to do with feeding.
4. Complementary/Weaning foods: No samples. Advertising may be acceptable
but any advert should be crystal clear in the copy or headline that weaning is
something which begins at six months. No copy, image or headline should
suggest use before six months.
5. Breast pumps: Acceptable (but see point 1). Adverts should not include
negative imagery of breastfeeding. Adverts for breast pumps which also
promote a company’s bottles and/or teats are not acceptable. Companies that
produce bottles/teats as well as breast pumps should make no reference to
them by text, audio or image in an advert for breast pumps.
6. Breast pads: Acceptable, provided that the copy is not negative towards
breastfeeding.
7. Nipple creams, nipple sprays, etc: Not normally acceptable. Adverts for some
products in this area may be appropriate where there is clinical evidence that
they do not interfere with successful breastfeeding. The copy should:
a) never be negative in any way towards breastfeeding
b) not claim that the product can prevent sore or cracked nipples
c) clearly state that correct positioning and attachment is the way to prevent
and cure sore or cracked nipples
d) only make claims that have been clinically proven in relation to the
product’s ability to soothe sore nipples or aid moist wound healing
e) not recommend routine use.
8. Any advert aimed at the mother should not imply that she needs to consume
any specific food or drink in order to breastfeed.
9. Other adverts should not be negative towards breastfeeding or present bottle
feeding as the norm for all babies. Examples of offending adverts in this area
would be those which use bottles, dummies, infant formula, etc in illustrations to
depict a ‘typical’ baby’s environment.
10. Any editorial should be accurate and positive about breastfeeding and
reflect the principles of the above guidelines. It is recommended that editorial
does not contradict Baby Friendly principles such as skin-to-skin contact after
delivery, rooming-in and demand feeding.
(from UNICEF UK: A guide for health workers to working within the International
Code of Marketing of Breastmilk Substitutes)
References
Code & Resolutions and Code Essentials 3; Responsibilities of Health Workers
under the International Code of Marketing of Breastmilk Substitutes and
subsequent WHA resolutions. IBFAN: Penang, 2011.
Health Service Executive (2015) Infant Feeding Policy for maternity and
Neonatal Services. Health Service Executive
http://www.irishstatutebook.ie/eli/2014/si/11/made/en/print S.I. No. 11/2014 -
European Union (Nutrition and Health Claims made on Foods) Regulations
2014
http://www.irishstatutebook.ie/eli/2014/si/92/made/en/print S.I. No. 92/2014 -
European Communities (Infant Formulae and Follow-on Formulae)
(Amendment) Regulations 2014.
http://www.irishstatutebook.ie/eli/2007/si/242/made/en/print
http://www.irishstatutebook.ie/eli/2009/si/209/made/en/print S.I.No.242/2007 &
S.I. No. 209/2009 - European Communities (Infant Formulae and Follow-on
Formulae) Regulations 2007 & 2009
Department of Health (2013) Healthy Ireland – A Framework for Improved
Health and Wellbeing 2013-2025 Government Publications: Dublin.
UNICEF/WHO, Baby-friendly Hospital Initiative: revised, updated and expanded
for integrated care, Section 1, Background and Implementation, 2008
UNICEF UK A guide for health workers to working within the International Code
of Marketing of Breast milk Substitutes
