Concerned about its much damaged image as reports of systematic marketing violations of WHO standards and deceptions about its marketing practices persist, Nestlé launched a PR campaign to try to offset its messy reputation.

Typically, Nestlé prefers cover-ups and make-overs rather than tackling the persisting problem of its unethical marketing of artificial feeding products and complementary foods.

The Nestlé PR drive comes on the heals of the UK Advertising Standards Authority which endorsed the charge by the UK group, Baby Milk Action that Nestlé lied by claiming that its advertising is ethical and responsible. Nestlé could not prove that its claim was truthful.

According to an article in Marketing Week (Dec 16, 1999) Nestlé's communications and corporate affairs director, David Hudson stated, "Nestlé should not be on the defensive but should tell people about our impressive contribution to those in the developing countries in which we have operated over many years." Nestlé's CEO Peter Brabeck-Lermathe has sent letters and a report to governments, NGOs and to the Director General of WHO exonerating itself of marketing practices in violation of the International Code of Marketing of Breast-Milk Substitutes.

The report has angered many Medical Officers of Health as their names were used without permission in the report. For example, the Danish health authority cited in the report, angered when her name was used, stated she was "very surprised" her letter appeared in the book: "...we never certify that a product is marketed in accordance with Danish regulations. We have only given a description of the system."

In Canada Nestlé is a flagrant violator of the International Code. It provides free formula samples to new mothers, advertises its artificial feeding products in parenting magazines, runs a "baby club" to entice mothers into artificial feeding, uses shelf talkers and in store specials and has approached health care facilities to attempt to create "partnerships" in working on the Baby-Friendly Hospital Initiative to name a few.

For further information on Nestlé's dirty tricks see the IBFAN website at: http://www.gn.apc.org/ibfan

International Code violations by Nestlé are documented in Breaking the Rules 1998.