China considering ban on infant formula advertising: Reports
Xinhua, China's state news agency, reported today that the National People's Congress (NPC) Standing Committee is this week reviewing a draft amendment to the country's Advertisement Law.
Among the proposed amendments under review is one that would introduce a ban on the advertisement of infant formula.
"Dairy products, drinks and other foods advertisements that claim to partly or completely substitute mother's milk shall be banned from mass media or public venues," said Xinhua, quoting the draft amendment.
Violation of the proposed rule would result in a fine of up to RMB 1m (US$161,000), it added.
The proposed is an apparent move by Beijing to encourage women in the country to breastfeed.
According to 2008 data compiled by the United Nations Children's Fund (UNICEF), 41% of Chinese newborns were breastfed exclusively at birth.
In the first six months of life, however, this fell to 28% - well below the global average of 38%.
This figure is since likely to have fallen further in China, where infant formula sales are predicted to grow to US$25bn by 2017 (Euromonitor).
The World Health Organization (WHO) International Code of Marketing of Breast Milk Substitutes (WHO Code), first published in 1981, was devised to protect and promote breastfeeding and restrict the marketing of breast milk substitutes, such as infant formula.
Article 5.1 of the WHO Code states that "there should be no advertising or other form of promotion to the general public of products within the scope of the Code."
