Baby milk powder firm calls for ban on adverts

A leading milk powder maker has hit out at the government's plan to introduce a voluntary code to discourage advertisers from exaggerating the benefits of infant formula.

Instead, Mead Johnson Nutrition wants to see legislation that would ban advertising of milk powder for children younger than six months.

Peter Van Dael, a Mead Johnson vice-president, believes the code would be ineffectual. 'We are very sad to see that coming. Personally, I am not in favour of this kind of rule,' he said. 'The problem with a voluntary guideline is not everyone in the industry will obey it, [but] when bad things happen, the blame will be on the whole industry.'

Mead Johnson says it has submitted several letters to the government to request a meeting to discuss the code, but has yet to get a reply.

Local mothers' groups have demanded the legalisation of the local Code of Marketing of Breast-milk Substitutes, as many are concerned about infant formula advertisements that imply it is better than breast milk.

The government is however standing by its voluntary code, which covers marketing practices and labelling of milk, food and milk bottles for children under three years of age.