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Supporting Legislation to Enforce the International Code of Marketing of Breast-milk Substitutes. Presentation: Board of Health Meeting April 17, 2014. Breastfeeding A Public Health Priority. Contributes to maternal and infant health outcomes

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supporting legislation to enforce the international code of marketing of breast milk substitutes
Supporting Legislation to Enforce the International Code of Marketing of Breast-milk Substitutes

Presentation: Board of Health Meeting

April 17, 2014

breastfeeding a public health priority
BreastfeedingA Public Health Priority
  • Contributes to maternal and infant health outcomes
  • Mediates effects of Social Determinants of Health and helps reduce health inequities
  • Reduces health costs in short and long term
how are we doing in hkpr
How are we doing in HKPR?

HKPR Breastfeeding Survey (October 2012 – Sept 2013)

Of breastfeeding mothers surveyed

90% initiated breastfeeding

9.8% continued until 5 months

8.9% exclusively breastfeeding at 5 months

Canadian Maternity Experiences Survey 2009

  • 90.3% initiate breastfeeding
  • 53.9% continue until 6 months
  • 14.4% exclusively breastfeeding at 6 months
the international code of marketing of breast milk substitutes
The International Code of Marketing of Breast-milk Substitutes
  • Promotes ethical marketing practices
  • Supports informed decision making based on information that is impartial and free of commercial influences
  • Endorsed by Baby Friendly Initiative
who code recommendations
WHO Code Recommendations

No advertising breastmilk substitutes directly to public.

No free samples to mothers.

No promotion of products in health care facilities.

No company representatives to advise mothers.

No gifts or personal samples to health care workers.

No words or pictures idealizing artificial feeding.

Information to health care workers should be scientific and factual.

Information on artificial feeding, including labels should explain the benefits of breastfeeding and costs and hazards associated with artificial feeding.

Unsuitable products, such as condensed milk should not be promoted for babies

Products should be of high quality and take into account

climatic and storage conditions of country where used.

why legislation
Why legislation?
  • Babies and Mothers are vulnerable
  • Companies are breaking the rules
  • Allow public health messaging to have greater impact
  • Supportive of BFI
babies and mothers are vulnerable
Babies and Mothers are Vulnerable

Formula ≠ Breastmilk

Unethical marketing practices are being used at a time when mothers are at a critical and vulnerable stage of childrearing

Marketing targets their fears and erodes confidence

Pressures families to use formula when not required

Low income and young families are at greatest risk

companies are breaking the rules
Companies are breaking the rules

Breaking the Rules, Stretching the Rules 2010 (2007-2010)

  • Summarizes violations of WHO Code
  • Examines 22 Companies
  • Legally accurate
  • Misleading or exaggerated claims
  • Sponsorship of health care workers
  • Unethical use of social marketing
a good time to take action
A Good Time to Take Action
  • “No Time to Wait”
  • OPHA Position Paper
  • Growing concern in our own community
  • BFI expanding into hospitals and community
recommendations
Recommendations

Support Peterborough County-City Health Unit’s position in urging federal government to enact legislation

Send letter of support to Prime Minister of Canada and relevant Ministers

CC Ontario Boards of Health and other Provincial and Canadian Organizations

Present an alPHa Resolution

thank you
Thank you!

Questions, Discussion