Three decades after world health leaders urged stringent limits on the marketing of baby formula and related products, many countries have made significant progress in constraining such marketing. Despite these gains, abuses continue to occur because of inadequate monitoring and sanctions.
The International Code of Marketing of Breast-milk Substitutes grew out of concerns that marketing practices for infant formula were undermining breastfeeding and increasing infant deaths and illnesses, particularly in developing countries. The Code, supplemented by later WHA resolutions, provides guidelines on the packaging, promotion, and sales of breast-milk substitutes, as well as bottles and teats. These guidelines are intended to prevent manufacturers from advertising such products, or presenting them in any way as equal to or healthier than breastfeeding.
Unfortunately, only 5 of the 19 countries that have laws also have regulatory mechanisms in place to ensure their effective application. In many countries, there are no mechanisms in place to monitor marketing practices, and violations are known to occur.
"It's not enough for a country to sign on to the Code," says Mirta Roses, director of the Pan American Health Organization (PAHO). "Countries need to pass laws and regulations based the Code's provisions, and they need to monitor compliance and apply sanctions to any violators."
Breastfeeding is the single most effective method for preventing deaths of children under 5, and research shows that about 20 percent of neonatal (under 1 month) deaths could be prevented if all newborns began breastfeeding during the first hour of life.
In addition, children who are breastfed for 7 to 9 months have, on average, a 6 points higher IQ than children who are breastfed for less than a month. Breastfeeding also helps mothers lose weight, and reduces their risk of breast and ovarian cancer, as well as type 2 diabetes.
In most countries of the Americas, fewer than half of babies begin breastfeeding within the first hour of life, according to estimates by the PAHO and WHO. Exclusive breastfeeding for the first six months is also low, ranging from 8% to 64% of babies throughout Latin America.
"We want to encourage all countries to renew their support for the International Code of Marketing of Breast-milk Substitutes as well as their commitment to protecting, promoting and supporting breastfeeding," said Dr. Chessa Lutter, Senior Advisor for Food and Nutrition at PAHO.
For more information about this issue, visit the PAHO website, and be sure to check out this article about Washington State's national ranking for breastfeeding.
