Baby milk firms 'ignoring' rules on breastfeeding

Multinational baby food companies are continuing to break an international code on marketing powdered milk to mothers, a report released today alleges.

Multinational baby food companies are continuing to break an international code on marketing powdered milk to mothers, a report released today alleges.

The campaigns violate World Health Organisation guidelines, the International Baby Food Action Network claims. None of the 16 firms cited in the 14-nation survey complied fully with the World Health Organisation code on the Marketing of Breastmilk Substitutes, said the network, a coalition of more than 150 citizen and health worker groups in more than 90 countries.

The WHO adopted the code in 1981 as a minimum standard to promote breastfeeding. It states that formula companies should not directly promote or sell their product to new mothers, provide free samples to them or healthcare workers, or use improper labelling or pictures that idealise formula.

Breastfeeding immunises babies and improper use of formula can cause health problems for children, which can lead to death in poorer countries. The report estimates that4,000 babies die worldwide a day because they are not breastfed.

Campaigners found companies were using the internet to market their products, and sponsoring public health sites or doctors' homepages. They also found "an alarming resurgence" in free samples. Studies show that mothers remain loyal to brands used in hospital.

The network said: "Company promotion steers mothers and health workers away from breastfeeding and towards artificial feeding, thereby contributing to unnecessary illness and, in conditions of poverty, to the death of infants." The report cites Nestlé, the world's leader in formula, for "more violations than any other company".

Nestlé's "New Mom Makeover Sweepstakes" in America was criticised for using free formula and other prizes as a means to build up a mailing list for direct marketing, which the code bans.

Niels Christiansen, of Nestlé, said: "We have told Nestlé US not to do that in the future; we don't think that is the appropriate context for our product." He added that Nestlé abided by the code everywhere except in Europe, America, Canada and developed countries in Asia.

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