The New Zealand Commerce Commission has backed a proposal to ban marketing and advertising of infant formula for babies under 6 months old due to the possibility that the health benefits of breastfeeding could be undermined by the unrestricted marketing and advertising of infant formula.
In November, the Infant Nutrition Council (INC), which represents manufacturers, marketers and importers, applied to the commission to have its voluntary Code of Practice made mandatory for those in the industry.
The code restricts its members from marketing and advertising formula for babies under six months old, stops them from giving free samples to pregnant women and mothers in that age group and distributing samples to healthcare professionals. According to Women's Health Action, about 30 of the 70 companies manufacturing and marketing infant formula in New Zealand already adhere to the code.
The commission has released a preliminary decision authorizing the proposal. It is not known what penalties companies will face if they do not comply with rules should the proposal be passed.
The commission has called for submissions on the proposal and will make a final ruling on March 25.
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