Transcript International Code of Marketing of Breast Milk Substitutes

Supporting Legislation to
Enforce the
International Code of
Marketing of Breast-milk
Substitutes
Presentation: Board of Health Meeting
April 17, 2014
Breastfeeding
A 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)
 90.3% initiate breastfeeding
Of breastfeeding mothers surveyed
 90% initiated breastfeeding
 53.9% continue until 6 months
 9.8% continued until 5 months
 14.4% exclusively breastfeeding at 6
months
 8.9% exclusively breastfeeding at 5
months
Factors influencing breastfeeding
success
Cultural
Factors
Social and
Emotional
Factors
Community and
Environmental
Support
Support from
Health Care
System
Successful
Breastfeeding
Experience
Family Support
Compliance
with Code and
resolutions
Knowledge
and skills
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
WHO Code Recommendations
1.
2.
3.
4.
5.
6.
7.
No advertising breastmilk substitutes directly to public.
No free samples to mothers.
No promotion of products in health care facilities.
No company representatives to advise mothers.
No gifts or personal samples to health care workers.
No words or pictures idealizing artificial feeding.
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.
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
Babies and Mothers are Vulnerable
 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
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 claims
2. Sponsorship of health care workers
3. 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
Recommendations
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
Thank you!
Questions, Discussion