The New Zealand Commerce Commission has given the go ahead to the country’s Infant Nutrition Council’s (INC) proposal that wants to restrict the 'advertising' and 'marketing' of infant formula. The council requested approval from the Commission for its Code of Practice, to push restrictions on Ad campaigns by its members. The restrictions will mainly apply to formula for infants aged below six months old.

The INC was established in 2009, representing the major manufacturers and marketers of infant formula in Australia and New Zealand. The Commission said that the Code of Practice may "lessen competition".

"Restrictions on marketing and advertising activities typically limit the amount of information available to consumers, reducing competitive pressure and making consumers worse off. In this instance, however, authorising the INC’s Code of Practice is likely to have significant public health benefits," said Commerce Commission chairman Dr. Mark Berry.

"In particular, it is widely agreed that there are a variety of health benefits from breast feeding, which could be adversely affected by the unrestricted marketing and advertising of infant formula. Moreover, authorising the INC’s Code of Practice is unlikely to impact the price that consumers pay for infant formula," added Dr. Berry.

Australia – a step ahead

Last year, Sydney Morning Herald reported the reasons for Royal Australasian College of Physicians requesting the Australian government to enforce a ban on “marketing, free sampling, gifts to health workers and pharmacy and supermarket promotion of formula for babies less than a year old.” Susan Moloney, the president of the college’s pediatric and child health division, told the paper that “We need legislation to block advertising of infant formula.”

Benefits of nursing your baby

- Breast milk contains antibodies that help prevent disease and greatly reduce the risk of a child developing allergies at a later stage of life,

- It is not only safe, fresh but also loaded with correct amount of protein, carbohydrate, fat, vitamins and minerals,

- It protects the mother against the risk of breast cancer,

- You will be doing a great deal to your immediate environment – no packaging, no pollution,

- Saves your thousands of dollars and you are still not compromising with quality.

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