Infant formula marketing decision welcomed
The Infant Nutrition Council (INC) is pleased that the Commerce Commission has come to a preliminary decision to
authorise the INC's Code of Practice for marketing infant formula.
The decision is subject to a consultation period before it can be confirmed.
“Consistent with New Zealand's commitment to the World Health Organisation's International Code of Marketing of Breast
Milk Substitutes (WHO Code), the INC Code of Practice, which has been in place since 2012, restricts the advertising and
marketing of infant formula by members.
INC Chief Executive Jan Carey says INC applied to the commission for authorisation of its New Zealand code to reassure
its members that the INC Code of Practice was the appropriate response to the WHO Code in New Zealand.
“As Commerce Commission Chair Dr Mark Berry said, it is widely agreed there are a variety of health benefits from
breastfeeding, which could be adversely affected by the unrestricted marketing and advertising of infant formula.
“INC agrees with this, and is hopeful that the commission's draft decision is able to be finalised as soon as
practicable.”
The Code of Practice applies to the marketing of infant formula products suitable for infants up to the age of six
months. Restrictions include not advertising infant formula, not distributing gifts or free samples to pregnant mothers
or caregivers, and not offering inducements to health professionals to promote infant formula. These restrictions give
effect to the International Code, which aims to protect and promote breastfeeding, and to restrict the marketing of
breast milk substitutes in ways that would undermine this aim.
The Code of Practice was developed by INC in consultation with the Ministry of Health and applies to INC-member
manufacturers, marketers and distributors of infant formula.
Mrs Carey says INC is responsible for liaising with and educating the industry sector to ensure the Code is adhered to.
All health workers and other interested parties are encouraged to be aware of its content.
The Code can be accessed on the INC website infantnutritioncouncil.com
ends