Supporting Legislation to Enforce the International Code of Marketing of Breast-milk Substitutes

Presentation: Board of Health MeetingApril 17, 2014

BreastfeedingA Public Health Priority

Contributes to maternal and infant health outcomes

Mediates effects of Social Determinants of Health and helps reduce health inequities

Reduces health costs in short and long term

How are we doing in HKPR?

Canadian Maternity Experiences Survey 2009

HKPR Breastfeeding Survey (October 2012 – Sept 2013)

Of breastfeeding mothers surveyed 90% initiated breastfeeding

9.8% continued until 5 months

8.9% exclusively breastfeeding at 5 months

90.3% initiate breastfeeding

53.9% continue until 6 months

14.4% exclusively breastfeeding at 6 months

Successful Breastfeedin

g Experience

Cultural Factors

Social and Emotional

Factors

Compliance with Code

and resolutions

Knowledge and skills

Family Support

Support from Health Care System

Community and

Environmental Support

Factors influencing breastfeeding success

The International Code of Marketing of Breast-milk Substitutes

Promotes ethical marketing practices

Supports informed decision making based on information that is impartial and free of commercial influences

Endorsed by Baby Friendly Initiative

1. No advertising breastmilk substitutes directly to public.2. No free samples to mothers.3. No promotion of products in health care facilities. 4. No company representatives to advise mothers.5. No gifts or personal samples to health care workers.6. No words or pictures idealizing artificial feeding. 7. Information to health care workers should be scientific and

factual. 8. Information on artificial feeding, including labels should

explain the benefits of breastfeeding and costs and hazards associated with artificial feeding.

9. Unsuitable products, such as condensed milk should not be promoted for babies

10. Products should be of high quality and take into account climatic and storage conditions of country where used.

WHO Code Recommendations

Why legislation?

1. Babies and Mothers are vulnerable

2. Companies are breaking the rules

3. Allow public health messaging to have greater impact

4. Supportive of BFI

Formula ≠ Breastmilk Unethical marketing practices are being used at a

time when mothers are at a critical and vulnerable stage of childrearing

Marketing targets their fears and erodes confidence Pressures families to use formula when not required Low income and young families are at greatest risk

Babies and Mothers are Vulnerable

Companies are breaking the rules

Breaking the Rules, Stretching the Rules 2010 (2007-2010) Summarizes violations of WHO Code Examines 22 Companies Legally accurate

1. Misleading or exaggerated claims2. Sponsorship of health care workers3. Unethical use of social marketing

Advertising works

Nestle- 100% Healthy Nutrition for Baby

Social media providing access to mothers

Google “Breastfeeding Support”

Baby Clubs

A Good Time to Take Action

“No Time to Wait” OPHA Position Paper Growing concern in

our own community BFI expanding into

hospitals and community

1. Support Peterborough County-City Health Unit’s position in urging federal government to enact legislation

2. Send letter of support to Prime Minister of Canada and relevant Ministers

3. CC Ontario Boards of Health and other Provincial and Canadian Organizations

4. Present an alPHa Resolution

Recommendations

Thank you!Questions, Discussion