WHO Code question

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Penguin
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WHO Code question

Post by Penguin » Fri Sep 19, 2014 6:06 am

In what ways can the WHO Code apply to formula manufacturer's non-formula products? Is advertising a milk drink for older children considered a breach or not? (I mean WHO Code not MAIF.)
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Re: WHO Code question

Post by MamaMagoO? » Fri Sep 19, 2014 9:18 am

I *think * the WHO code just applies to infant feeding therefore milks for older children would be outside of its scope. But I don't really know.
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Re: WHO Code question

Post by Mummy woo! » Fri Sep 19, 2014 9:34 am

I haven't checked but watch me weigh in with an opinion anyway!

The code is about breastfeeding so applies to breastmilk substitutes. So I guess it depends on how old the kids in the marketing are - if they are well past breastfeeding age (noting I fed a nearly five year old before breakfast this morning :shock: ) then I'd guess not. But I'm not sure exactly how it is constructed.
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Re: WHO Code question

Post by PellyintheWilderness » Fri Sep 19, 2014 10:05 am

As I recall, the WHO advice is that children be breastfed to two years and beyond, so it should follow that anything marketed for under-twos would be in contravention.
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Re: WHO Code question

Post by Penguin » Fri Sep 19, 2014 10:25 am

The who code only goes to six months, but I've heard the argument that toddler formula advertising is I breach of the who code as it also markets formula to under six months through logo recognition etc.

I guess with that interpretation, I wonder where the line is drawn between advertising older children's product as just that, and when it is considered advertising of the brand and indirectly to parents/carers of under six months.

The reason I asked is I saw a nutrition milk drink smoothie advertised for kids 3years+ by a formula manufacturer who claims to be who code compliant. It made me think about that gaping wide loophole - could the ad I saw be considered indirect infant formula advertising?
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Re: WHO Code question

Post by Penguin » Fri Sep 19, 2014 10:28 am

PellyintheWilderness wrote:As I recall, the WHO advice is that children be breastfed to two years and beyond, so it should follow that anything marketed for under-twos would be in contravention.
But the marketing code only applies to breast milk substitutes for under six months.

Any food/ drink for 7-24 months isn't necessarily a breast milk substitute, but either way those products are outside of the code as written
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Re: WHO Code question

Post by MamaMagoO? » Fri Sep 19, 2014 10:33 am

I'm convinced the main reason formula companies make drinks for older children is as a sneaky way of advertising all their products including the ones they can't advertise. But that doesn't necessarily mean they are contravening the code by doing so.
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