Philippine Code of Marketing of

Breastmilk Substitutes

(Executive Order 51)

Brief history…

• 1981 International Code of Marketing was

approved by the members of the World Health

Assembly

– 118 countries voted in favor

– As of today 163 Countries are implementing the

International Code

• 1986 Philippine Code of Marketing of Breastmilk

Substitutes (EO51) was signed by President

Corazon C. Aquino

– The first law in Asia

Aim of the Code

From a press statement of Sec. Benzon last

October 28,1986

“ The Code in effect aims to contribute to the

provision of safe and adequate nutrition of

infants by the protection and promotion of

breastfeeding;”

Scope of the Code“The Code applies to the Marketing, and practices

related thereto, of the following products: breastmilk substitutes, including infant formula; other milk products, foods and beverages, including bottle fed complementary foods, when marketed or otherwise represented to be suitable, with or without modification, for use as a partial or total replacement of breastmilk; bottles and teats. It also applies to their quality and availability, and to information concerning their use.”

Key issues Covered by the Code

• Intensification of the dissemination of

information on breastfeeding and proper

nutrition

• Regulation of Advertising, Marketing and

Distribution of breastmilk substitutes and

other related products, including bottles and

teats

Key issues covered by the Code

• Banning on the use of the health care

system for the promotion of infant formula

and other related products

• Banning on donation, samples and other

giveaways by milk companies to health

workers and the general public

The Code and the Health

Workers

Sect. 6 (b) “Manufacturers and distributors shall not be permitted to give, directly or indirectly, samples and supplies of products within the scope of this Code or GIFTS of any sort to any member of the general public, including members of their families, to hospitals and other health institution, as well as to personnel within the health care system “

The Code and the Health

Workers

• Sect.7(b) “ No facility of the health care system

should be used for the purpose of promoting infant

formula and other products within the scope of

this Code.”

• Sect.7 (c) “ Facilities of the health care system

shall not be used for the display of products within

the scope of this Code, or for placards or posters

concerning such products”

The Code and the Health

Workers

• Sect 8(a) “Health workers shall encourage

and promote breastfeeding and shall make

themselves familiar with objective and

consistent information on maternal and

infant nutrition, and with their

responsibilities under this Code

The Code and the Health Workers

Sec. 8(b) Information provided by

manufacturers and distributors to health

professionals regarding products within the

scope of this Code shall be restricted to

scientific and factual matters, and such

information shall not imply or create the

belief that bottle feeding is equivalent or

superior to breastfeeding

Question 1:

What materials should we accept

from the Milk Companies?

Role Game: IAC and the Industry

(10 minutes)

-3 minutes study the materials

-7 minutes IAC will tell us why the materials violates the Code and the Industry will tell us why the materials instead are in full compliance with

the Code

Question 2:

Why are children born in

hospitals, and to Health Workers

less likely to breastfeed than those

born at home?

Even if you Promote

Breastfeeding…

Your messages are clear…

…DHA will make your child grow

and be smart

They create

child geniuses

…and has

nucleotides

like BM

…and will make your babies

beautiful

…and supplies your needs…

clocks…conferences …mother’s classes

Gifts of any kind given to health

workers: Why?

They want us to be comfortable

with their giveaways?

Would you sell the health of your children

for a few hundred pesos?

Source: Photos taken during

monitoring, December 2003Many do…

Rampant violations of the Milk Code:

Mother Classes conducted my Milk Companies

June, 2007 Milk Code

Monitoring

Challenges

• Prevent misconceptions from

– Advertisements

– Health workers

• Transform health workers to advocate Breastfeeding

• Establish supportive home, community and work environments

• Gain political will and commitment

What can you do to save children’s

lives in your Community

• Enforce the Milk Code in your Community, Workplace & health facility:

- No milk companies supported activities

- No health workers/BHWs promoting/selling infant formula and other breastmilk substitutes

- No materials/items that promotes infant formula and other breastmilk substitutes should be present

• Pass city/municipal/barangay resolutions in support of the Milk Code

Your Choice!

Your Country’s Future!

Be one of us in

Promoting, Protecting

and Advocating

Breastfeeding!

Thank You!