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Summary of the
World Health Organization (WHO) / UNICEF International Code of Marketing of
Breast Milk Substitutes, World Health Assembly (WHA) Resolution WHA
34:22 1981 and subsequent WHA resolutions 39.28, 47.5, 49.15, 54.2, 55.25.
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Aim:
aims to “contribute to the
provision of safe and adequate nutrition for infants, by the protection
and promotion of breastfeeding, and by ensuring the proper use of
breastmilk substitutes, when these are necessary, on the basis of adequate
information and through appropriate marketing and distribution”.
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Scope:
the Code applies to breastmilk substitutes, including infant formula; to
other milk products, foods and beverages, when marketed or otherwise
represented as a partial or total replacement for breastmilk; to feeding
bottles and nipples. It also applies to their quality and availability,
and to information concerning their use.
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Advertising:
no advertising of above products to the public.
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Samples:
no free samples to mothers, their families or health care workers.
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Facilities of Health Care
Systems:
no promotion of products, i.e., no product displays, posters or
distribution of promotional materials. No use of mothercraft nurses or
similar company-paid personnel. The "health care system" does not include
pharmacies or other established sales outlets
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Health Care Workers:
no gifts or samples to health care workers.
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Supplies:
no free or low-cost supplies of breastmilk substitutes to maternity wards
and hospitals.
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Information:
informational and educational materials must explain the benefits of
breastfeeding, the health hazards associated with bottle feeding, and the
costs of using infant formula. Product information must be factual and
scientific.
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Labels:
product labels must clearly state the superiority of breastfeeding, to use
only on the advice of a health care worker, instructions for the
appropriate preparation and a warning about the health hazards of
inappropriate preparation. No pictures of infants, or other pictures or
text idealising the use of infant formula.
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Products:
unsuitable products, such as sweetened condensed milk, should not be
promoted for babies. All products should be of a high-recognized standard.
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Complementary feeding:
foster appropriate complementary feeding from the age of about six months
recognizing that any food or drink given before complementary feeding is
nutritionally required may interfere with initiation or maintenance of
breastfeeding.
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Exclusive breastfeeding:
promote and support exclusive breastfeeding for six months as a global
public health recommendation with continued breastfeeding for up to two
years of age or beyond.
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Marketing:
ensure that
complementary foods are not marketed for or used in ways that undermine
exclusive and sustained breastfeeding.
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Sponsorship: financial
assistance from the infant feeding industry may interfere with
professionals' unequivocal support for breastfeeding.
Taken From the Canadian Pharmacists Association Position Statement on
Breastfeeding and Infant Feeding 2001
www.pharmacists.ca
Adapted September 2004 Jennifer Peddlesden |