Page 11 An IBFAN-ICDC report on baby food marketing practices This page forms part of the global monitoring report – Breaking the Rules, Stretching the Rules 2010. Companies’ marketing behaviour is measured against the International Code of Marketing of Breastmilk Substitutes and WHA resolutions. v In Singapore: - Free follow-on formula in cyberspace. e Code as implemented in Singapore covers only infant formula. Taking advantage of the narrow scope, the Singapore Dumex website (www.dumex.com. sg) offers members a free sample of Mamil 2. One Singaporean mother reports that she was asked to accept Mamil 2 samples in order to receive a ‘goodie bag’, with the purchase of non-related products like parenting books. Also on the Dumex website, a contest offers SGD500 worth of Mamil Gold products. (See 1 & 2) Brands Dulac Dupro Mamex Mamil Mamex Gold Mamil Gold Logos DUMEX stands for Danish United Medical Export but only the acronym is used. Dumex began life in 1946 as a pharmaceutical unit of the East Asiatic Company (EAC) of Denmark. Its products span baby formula, formula for mothers and growing up-milks. Its market has traditionally been in Southeast Asia. Key markets are China (which Dumex entered in the late 1990s), ailand and Malaysia. It also has a significant market share in Brunei, Vietnam, Cambodia and Singapore. e Malaysian manufacturing branch which has been in operation since 1958 exports to 20 countries in Asia, the Middle- East and Europe. In 2006, Dumex was acquired by Dutch company NUMICO. When NUMICO was in turn bought over by French group Danone in 2007, Dumex became known Danone-Dumex. Dumex Code violations (Danone) Building better people n Article 5.1 of the Code prohibits advertising or other forms of promotion of products under the scope of the Code. n Article 5.2 and 5.4 prohibit samples and gifts to mothers. n Article 5.3 bans promotional devices at the retail level. n Article 5.5 prohibits direct or indirect contact with mothers. Promotion to the public (Website accessed 19 March 2010) The Executive Summary to Breaking the Rules, Stretching the Rules 2010 is available at www.ibfan.org 1 2

International Code of Marketing of Breastmilk Substitutes ...archive.babymilkaction.org/pdfs/btr2010/Dumex_profile_BTR2010.pdf · behaviour is measured against the International Code

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Page 1: International Code of Marketing of Breastmilk Substitutes ...archive.babymilkaction.org/pdfs/btr2010/Dumex_profile_BTR2010.pdf · behaviour is measured against the International Code

Page 11

An IBFAN-ICDC report on baby food marketing practicesThis page forms part of the global monitoring report ndash Breaking the Rules Stretching the Rules 2010 Companiesrsquo marketing behaviour is measured against the International Code of Marketing of Breastmilk Substitutes and WHA resolutions

v In Singapore

- Free follow-on formula in cyberspace The Code as implemented in Singapore covers only infant formula Taking advantage of the narrow scope the Singapore Dumex website (wwwdumexcomsg) offers members a free sample of Mamil 2 One Singaporean mother reports that she was asked to accept Mamil 2 samples in order to receive a lsquogoodie bagrsquo with the purchase of non-related products like parenting books Also on the Dumex website a contest offers SGD500 worth of Mamil Gold products (See 1 amp 2)

Brands

DulacDuproMamexMamilMamex GoldMamil Gold

Logos

DUMEX stands for Danish United Medical Export but only the acronym is used Dumex began life in 1946 as a pharmaceutical unit of the East Asiatic Company (EAC) of Denmark Its products span baby formula formula for mothers and growing up-milks Its market has traditionally been in Southeast Asia Key markets are China (which Dumex entered in the late 1990s) Thailand and Malaysia It also has a significant market share in Brunei Vietnam Cambodia and Singapore The Malaysian manufacturing branch which has been in operation since 1958 exports to 20 countries in Asia the Middle-East and Europe

In 2006 Dumex was acquired by Dutch company NUMICO When NUMICO was in turn bought over by French group Danone in 2007 Dumex became known Danone-Dumex

Dumex Code violations (Danone)

Building better people

n1048708 Article 51 of the Code prohibits advertising or other forms ofpromotion of products under the scope of the Code

n1048708 Article 52 and 54 prohibit samples and gifts to mothersn1048708 Article 53 bans promotional devices at the retail leveln1048708 Article 55 prohibits direct or indirect contact with mothers

Promotion to the public

(Website accessed 19 March 2010)

The Executive Summary to Breaking the Rules Stretching the Rules 2010 is available at wwwibfanorg