eanwhile in Australia,
Mead Johnson is getting flack from the Minister of Consumer Affairs,
the Honourable Jeanette McHugh, MP. In a Media Release, Infant
Formula Company Accused of Misleading Consumers, the
Minister charges Mead Johnson for twice breaching the 1992 Agreement
on the Marketing in Australia of Infant Formula to which Mead
Johnson is a signatory. Ms McHugh, in responding to Mead Johnson's
claims of its product being close to breastmilk, declared this
to be "inaccurate and misleading to consumers. This type
of unsubstantiated promotional claim is unethical. Infant formula
companies should not be playing with the health and development
of babies for commercial benefit."
The 1992 Agreement on the Marketing in Australia of Infant Formulas, implements the International Code to ensure optimal infant nutrition by encouraging breastfeeding and preventing the inappropriate marketing of artificial feeding products. Under the agreement, the industry is prohibited from promoting its products directly to the public and product information provided to health professional must be restricted to scientific and factual matters. Information to health care professionals are not to imply "that bottle feeding is equivalent or superior to breastfeeding." Donations of products and gifts, educational materials and equipment are also restricted. The Agreement is monitored by the Advisory Panel of the Marketing in Australia of Infant Formula (APMAIF). The APMAIF was also extremely disturbed when Mead Johnson was flouting these provisions by offering VCR units in a promotional competition.