Health claims
A health claim means any representation that states, suggests, or implies that a relationship exists between a food or a constituent of that food and health. It is an attribute that gives food properties to prevent, treat, cure or otherwise impact on human health or disease. Health claims include nutrient function claims and reduction of disease claims.
Some examples:
that the product decreases the incidence of diarrhea,
that the product supports development in the areas of eyesight development, problem- solving ability, hand and language skills, and crawling and walking close to that of breastfed infants,
that the product is gentle on the baby's digestive system.
Nutrient function claims
Nutrient function claims describe the physiological role of the nutrient in growth, development and normal functions of the body.
Nutrient function claims for infant formulas seen in promotional literature:
has a unique fat blend that is balanced to give your baby the essential fatty acids necessary for optimal growth and visual development,
provides plasma essential amino acid patterns close to those of breastfed infants,
all the benefits of iron fortification without the worry of constipation,
nutritionally close to breastmilk,
Claims idealize infant and young child food products
The nutrient composition, both quantitatively and qualitatively, of infant formulas are very different from the perfect nutrition of breastmilk. Important nutrients found in breastmilk are missing in infant formulas. Nutrient ratios in infant formulas are very different from those in breastmilk. For example, amino acid ratios are very different from those in breastmilk and essential fatty acid ratios are very different from those in breastmilk.
These differences have significant and negative impacts on the health and development of infants and young children. As well, the nutritional composition of breastmilk changes as the baby's nutritional needs change. Infant formulas are non-living products and do not adapt to the infant's needs.
Claims compare infants on cow's milk or artificially fed
“Specially processed to be easier to digest”
“Closer than it has ever been to breast-milk”
If claims are to be truthful then the comparisons should be made to the normal infant feeding standard, which is breastfeeding. Truthful comparisons would state that artificially fed infants have a higher incidence of diarrheal disease, otitis media, atopic disease, acute respiratory infections, etc.
Claims are misleading and untruthful
“Supports visual, cognitive and psychomotor development close to that of breastfed infants.”
No evidence exists in the literature to substantiate this claim. Also conversion rates of linoleic and linolenic acids to the essential fatty acids DHA and AA are very slow and incomplete and a far cry from the amounts available in breastmilk.
Studies cited have shown no difference in visual acuity. One study, supposedly comparing breastfed and formula-fed infants, actually included in the “breastfed” group babies who had consumed formula from three months to 12 months. In other studies, the test group was not directly compared to the breastfed group.
“Reduces incidence of atopy in high risk infants.”
Is this reduced incidence compared to breastfed infants or to cow's milk fed infants? Breastmilk is the standard by which to make these comparisons. The incidence of atopy will actually be higher for formula fed infants compared to breastfed infants.
Claims violate the International Code
Claims make comparisons between infant feeding options and products that parents may choose to feed their babies. The frequent comparisons made to breastmilk such as
“closer to breastmilk than it has ever been before” or
“stool consistency similar to breast fed babies”
implies that the product has similar characteristics to breastmilk and therefore is to be considered an equal choice between breastfeeding and artificial feeding. Thus the claims must be seen as statements to promote the products in direct competition with breastmilk.
This is contrary to the International Code of Marketing of Breastmilk Substitutes, which aims to protect breastfeeding and provide accurate and reliable information to new parents. This form of idealization is in contravention of Article 9 of the International Code.
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