Thirty-year-old mar­ket­ing reg­u­la­tion fails to make global im­pact

Gulf Marketing Review - - FRONT PAGE -

Beauty & Per­sonal Care prod­ucts for men up by 70 per cent since 2007, re­veals global study. Queen Lat­i­fah crowned as Pan­tene’s brand am­bas­sador. Wella Pro­fes­sion­als step out Rent the Run­way. One hun­dred thou­sand smok­ers quit af­ter US cam­paign by Cen­ters for Disease Con­trol and Preven­tion. Low ac­cep­tance for in­fant for­mula mar­ket­ing code. Apps Foun­da­tion of In­dia launches.

Global Only 37 coun­tries, or 19 per cent of those re­port­ing, have en­forced the World Health Or­gan­i­sa­tion’s – WHO – In­ter­na­tional Code of Mar­ket­ing of Breast-milk Sub­sti­tutes. The mar­ket­ing code was in­tro­duced in 1984, fol­low­ing WHO’s con­cerns that in­fant for­mula was be­ing mar­keted “too ag­gres­sively”.

To date, 69 coun­tries – 35 per cent – have banned the ad­ver­tis­ing of in­fant for­mula, while only 62 – 31 per cent – pro­hibit sam­pling.

Ad­di­tion­ally, 64 coun­tries – 32 per cent – ba r red man­u­fac­turer gifts to health work­ers, and 83 – 42 per cent – re­quire a mes­sage about the su­pe­ri­or­ity of breast­feed­ing on packs.

Moth­ers are of­ten in­un­dated with in­cor­rect and bi­ased in­for­ma­tion through ad­ver­tis­ing, health claims, in­for­ma­tion packs and sales rep­re­sen­ta­tives, says WHO. It adds that new moth­ers and the less ed­u­cated are af­fected more neg­a­tively.

WHO, which aims to in­crease the global rate of ex­clu­sive breast­feed­ing for six months to 50 per cent by 2025, has also crit­i­cised fol­low-on milk as “un­nec­es­sary and in­ap­pro­pri­ate”.

Baby steps: Only 65 coun­tries have em­braced the code rec­om­men­da­tions in full

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