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International Code of Marketing ofBreast-milk Substitutes
Abdulwahab TelmesaniFRCPC,FAAPFaculty of Medicine and Medical ScienceUmm Al-Qura University
Breast feeding
Protect against chronic illnesses e.g.
D.M, Celiac disease, Cancers, Obesity, SID syndrome, etc. Breastfeeding; The Essential Principles L Chandran and P Gelfer PREPS 2006
AN EXTENSIVE REVIEW BY AN EXPERT GROUP
In infants, breast-feeding with avoidance of solid food and cow’s milk for at least 4-6 months is the most effective preventive regimen (for atopic diseases).
Section on Pediatrics, European Academy of Allergology and Immunology Muraro et al
Pediatr. Allergy Immunol 2004
International Code of Marketing ofBreast-milk Substitutes
World Health Organization
Geneva
1981
لتسويق الدولى الميثاقالطبيعية الرضاعة بدائل
International Code of Marketing of Breast-milk
Substitutes
WHO Assembly 1974
WHO Assembly 1974
Decline in breast-feeding.
WHO Assembly 1974
Decline in breast-feeding.
Related to Socio-cultural and other factors.
WHO Assembly 1974
Decline in breast-feeding.
Related to Socio-cultural and other factors.
Promotion of manufactured breast-milk
Substitutes.
WHO Assembly 1981
THEREFORE:
The Member States hereby agree the following
articles which are recommended
as a basis for action (The Code).
11 Articles
Article 1. Aim of the Code
Article 1. Aim of the Code
The protection and promotion of breastfeeding, and
Ensuring the proper use of breast-milk substitutes, when necessary.
Article 2. Scope of the Code
Article 2. Scope of the Code
The Code applies to the marketing, and practices related thereto, of the following products: breast-milk substitutes, including infant formula; other milk products, foods and beverages, including bottlefed complementary foods, when marketed or otherwise represented to be suitable, with or without modification, for use as a partial or total replacement of breast milk; feeding bottles and teasts. It alsoapplies to their quality and availability, and to information concerning their use.
Article 3. Definitions
Article 3. Definitions
"Breast-milk substitute" means;
any food being marketed or otherwisepresented as a partial or total replacementfor breast milk, whether or not suitable forthat purpose.
Article 4. Information and education
Article 4. Information and education
4.1 Governments responsibility
Article 4. Information and education
4.2 Enforce the scope
Article 4. Information and education 4.3 Donations…………... at the request and
with the written approval of the appropriate government authority…………………………..
company's name or logo, but should not refer to a proprietary product
Breast Milk is the Best
Breast Milk is the Best
Article 5. The general public and mothers
Article 5. The general public and mothers
5.1 no advertising
Article 5. The general public and mothers
5.1 no advertising
5.2 samples of products
Article 5. The general public and mothers
5.1 no advertising
5.2 samples of products
5.3 promotion device, special displays…
Article 5. The general public and mothers
5.1 no advertising
5.2 samples of products
5.3 promotion device, special displays…
5.4 gifts of articles or utensils
Article 5. The general public and mothers
5.1 no advertising
5.2 samples of products
5.3 promotion device, special displays…
5.4 gifts of articles or utensils
5.5 Marketing personnel contact …..
Article 6. Health care systems
Article 6. Health care systems
6.1 promote the principles of this Code..
Article 6. Health care systems
6.1 promote the principles of this Code..
6.2 no facility of a health …promoting formula
Article 6. Health care systems 6.1 promote the principles of this Code..
6.2 no facility of a health …promoting formula
6.3 display of products
Article 6. Health care systems 6.1 promote the principles of this Code..
6.2 no facility of a health …promoting formula
6.3 display of products
6.4 professional paid for by manufacturers or
distributors
Article 6. Health care systems
6.5 demo of infant formula feeding, only by health workers,
Article 6. Health care systems
6.5 demo of infant formula feeding, only by health workers,
6.6 Donations or low-price sales only for
infants need it
Article 6. Health care systems
6.5 demo of infant formula feeding, only by health workers,
6.6 Donations or low-price sales only for
infants need it
6.7 supplies should be continued
Article 6. Health care systems
6.5 demo of infant formula feeding, only by health workers,
6.6 Donations or low-price sales only for
infants need it 6.7 supplies should be continued
6.8 Equipment and materials..name or logo
Breast Milk is the Best
Breast Milk is the Best
Article 7. Health workers
Article 7. Health workers
7.1 encourage and protect breast-feeding;
Article 7. Health workers
7.1 encourage and protect breast-feeding,
7.2 Information.. restricted to scientific,
Article 7. Health workers
7.1 encourage and protect breast-feeding;
7.2 Information.. restricted to scientific
7.3 No financial or material inducements to
promote ……
Article 7. Health workers
7.1 encourage and protect breast-feeding;
7.2 Information.. restricted to scientific
7.3 No financial or material inducements
7.4 Samples… should not be provided,
Article 7. Health workers
7.1 encourage and protect breast-feeding;
7.2 Information.. restricted to scientific
7.3 No financial or material inducements
7.4 Samples… should not be provided
7.5 should disclose contributions.
Article 8. Persons employed by manufacturers and distributors
Article 8. Persons employed by manufacturers and distributors 8.1 sales incentives for marketing personnel,
………..bonuses based on the overall sales.
Article 8. Persons employed by manufacturers and distributors 8.1 sales incentives for marketing personnel
………..bonuses based on the overall sales,
8.2 should not perform educational functions
to pregnant women…… can be used for other functions by the health care system.
Article 9. Labeling
Article 9. Labeling
9.1 not to discourage breast-feeding.
Article 9. Labeling
9.1 not to discourage breast-feeding.
9.2 "Important Notice"
Important Notice:
Breast milk is best babies. If direct breast feeding is
impossible, a mother should be encouraged to express
her breast milk to feed her low Birth weight baby. If
breast milk is not available or must be supplemented,
a special formula adapted to the specific needs of low
Birth weight infants should be used under strict
medical control.
Article 9. Labeling
9.1 not to discourage breast-feeding.
9.2 "Important Notice"
9.3 warning.. unmodified product..
Article 9. Labeling
9.1 not to discourage breast-feeding.
9.2 "Important Notice"
9.3 warning.. unmodified product..
9.4 label of food products…state all (a) ingredients used; (b) composition/analysis (c) the storage conditions (d) the batch number and the exp. date
Article 10. Quality
Article 10. Quality
10.1 of a high recognized standard.
10.2 Food products…. meet applicable standards recommended
Article 11. Implementation and monitoring
Article 11. Implementation and monitoring
11.1 Governments should take action
11.2 through the World Health Organization
Article 11. Implementation and monitoring
11.1 Governments should take action
11.2 Monitoring by gov. and through the
World Health Organization
11.3 Manufacturers and distributors
11.4 Nongovernmental organizations,
Article 11. Implementation and monitoring
11.5 apprise each member of their personnel
11.6 Member States shall communicate annually to the Director-General of WHO
Article 11. Implementation and monitoring
11.7 The Director-General shall report in even years to the World Health Assembly
on the status of implementation of the Code; and shall, on request, provide technical
to Member States
Saudi Action
Saudi Code for breast-milk substitutes.
Approved by the ministers counsel.
Summary of the main points of the International Code
No advertising of breast-milk substitutes
and other products to the public
No donations of breast-milk substitutes
and supplies to maternity hospitals
No free samples to mothers
Summary of the main points of the International Code
No promotion in the health services
No company personnel to advise mothers
No gifts or personal samples to health
workers
Summary of the main points of the International Code No use of space, equipment or education
materials sponsored or produced by
companies when teaching mothers about
infant feeding.
No pictures of infants, or other pictures
idealizing artificial feeding on the labels
of the products.
Summary of the main points of the International Code Information by health workers should be
scientific and factual.
Information on artificial feeding,
including that on labels, should explain
the benefits of breastfeeding and the
costs and dangers associated with
artificial feeding.
Summary of the main points of the International Code
Unsuitable products, such as sweetened
condensed milk, should not be promoted
for babies.
ADA supports exclusive breast-feeding for 6 months
Exclusive breast-feeding is an important public health strategy and provides optimal nutrition and health protection in the first six months of life, the American Dietetic Association said in an updated position statement. The group said breast-feeding combined with complementary foods is ideal for children ages 6 months to at least 1 year.
Supply ______________Demand
Supply ______________Demand
Supply ______________Demand Public
Physicians
Manufacturers
Promoting Breastfeeding is a moral and ethical
responsibility of the health care workers