World Health Organization renews call for ban on baby formula advertising

A new report issued by the World Health Organization, UNICEF, and the International Baby Food Action Network calls for a ban on the promotion of baby formula around the world. According to the report's findings, only 39 countries have fully implemented the WHO's International Code of Marketing of Breast-milk Substitutes, which bans the advertising, marketing and promotion of baby formula. Of the 194 countries surveyed, 135 have placed restrictions on the advertisement of baby formula, an increase from the 103 reported in the 2011 study. Israel, which is set to participate in the organization's annual conference in two weeks' time, has yet to fully implement the code's recommendations.

The WHO recommends that mothers breast-feed exclusively for the first six months of life, at which point they should feed their babies complementary solid foods in addition to breast milk until the age of two and beyond. The WHO code bans any form of promotion of baby formula, including the advertising and the distribution of gifts or free samples. Manufacturers are instructed not to champion the health benefits or depict images that idealize the use of baby formula.

"It is encouraging to see more countries passing laws to protect and promote breast-feeding, but there are still far too many places where mothers are inundated with incorrect and biased information through advertising and unsubstantiated health claims. This can distort parents' perceptions and undermine their confidence in breast-feeding, with the result that far too many children miss out on its many benefits," said Dr. Francesco Branca, director of the WHO's Nutrition for Health and Development Department.

Breast is best

According to Professor Itamar Grotto, director of Public Health Services at Israel's Health Ministry, "We are about to review the code regarding the promotion of breast-milk substitutes in Israel. We try to prevent manufacturers from claiming that their formula is 'the closest thing to breast milk,' placing images of infants on packaging or offering promotional deals. The WHO's report bolsters our ability to challenge the manufacturers, which are huge commercial and corporate entities, and educate the public. When the WHO reasserts the importance of breast-feeding like this, it makes it easier for us to create positive change here in Israel."

Restrictions on the advertisement of baby formula are already in place in Israel. All ads must state that breast milk is the recommended food source for babies, and ads cannot use images that show babies younger than six months drinking from a bottle. Hospitals are not allowed to distribute branded formula samples, bottles and coupons, or display advertising of baby formula in any form.

In its 2012 health and nutrition survey, the Health Ministry found that 88% of pregnant Jewish women and 98% of pregnant Arab women said that they planned to breast-feed. By the age of six months, about 51.5% of Jewish babies were breast-fed, 22.5% exclusively, as compared with 64.6% and 12.3% within the Arab population. By the age of 12 months, 26.8% of Jewish mothers and 36.9% of Arab mothers were still breast-feeding. The survey also found that two-thirds of Jewish women and three-quarters of Arab women received baby formula at the hospital. In addition, 54% of mothers surveyed said they began giving their babies formula when they returned to work after their maternity leave.

According to Lilach Hadar Dgani, a clinical dietitian specializing in infant nutrition and a member of the Israeli Dietetic Association, the WHO's decision will provide additional incentives for women who are contemplating breast-feeding. According to Hadar Dgani, "Breast milk contains antibodies that can adjust to the specific needs of a baby, so breast milk enables the baby's immune system to function in a way that even the best formula cannot. Breast milk aids in significantly improving, strengthening and maintaining the immune system."

Three years ago, the Israeli Pediatric Association published a code of ethics that instructs doctors to discuss the importance of breast-feeding with pregnant women. The code of ethics also required doctors to refrain from displaying samples of baby formula in their clinics and avoid participating in conventions organized by baby food manufacturers.