Nestle and five other breast milk substitute producers in a
letter of commitment signed in Beijing on Saturday vowed not to
publish commercials on breast-milk substitutes or do anything which
could impinge on the rights of mums to breast feed their
babies.
The signing was part of an event held by the Ministry of Health,
the World Health Organization (WHO) and the United Nations
Children's Fund (UNICEF) to mark the 25th anniversary of the
International Code of Marketing of Breast-milk Substitutes and
celebrate World Breast-breeding Week which has been running from
August 1-7.
It's contended that breast milk with the nutrients and
antibodies it provides is the best and safest way to start a human
life. However, commercials for substitutes to breast-milk such as
milk and rice powders use idealistic images which could mislead
young mothers into giving up on breast-feeding.
The International Code of Marketing of Breast Milk Substitutes
was passed at the 34th World Health Assembly in 1981. China's
Management Rules on Marketing of Breast Milk Substitutes, which
took effect in 1995, also proposed several limitations on the
marketing of breast milk substitutes including a ban on
commercials.
Despite breast-feeding publicity and supervision implemented to
curb misleading and possibly illegal commercials such
advertisements still widely exist and figures show the rate of
breast-feeding has fallen in recent years.
"The WHO appreciates the Chinese Government's position in
breast-feeding promotion," said Cristobel Tunon, a senior official
with the WHO Regional Office in China. "It not only gives words but
also takes actions to improve children's health in the country with
the largest population in the world which is beneficial to the UN's
millennial goal for childrens' health. However, we cannot deny that
great challenges are still ahead."
Breast-feeding can save 3,500 children's lives worldwide per day
making it much more powerful than any other precautionary measures,
Tunon said.
"If the rate of breast-feeding reaches 90 percent in the whole
of China infant mortality will be reduced by 4 percent meaning
21,600 children per year or 60 per day." Koen Vanormelingen, chief
of the Health and Nutrition Section of the UNICEF Office for China,
told China Daily.
"High work pressure on women, inadequacy of maternity leave and
lack of baby-friendliness in the workplace are important factors,"
said Vanormelingen. "But the lack of consumer awareness of the
importance of breast-feeding and the lack of enforcement of China's
Management Rules on the Marketing of Breast-milk Substitutes are
also among causes of the decrease."
"The principle of 'First Call for Children' needs to be
implemented," said Wan Yan, deputy director of the Committee on
Women and Children under the State Council, "and popularization of
breast-feeding is a long-term program asking for social
responsibility."
(China Daily August 7, 2006)
