Internet Violations of. International Code of Marketing of Breastmilk Substitutes. Report from. Hong Kong. December 2011
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1 1 Internet Violations of International Code of Marketing of Breastmilk Substitutes Report from Hong Kong December 2011
2 2 Some Marketing Strategies Noted: - Health claims use of breastmilk components / benefits, being close to composition of breastmilk to promote formula milk - promotion by association: component in breastmilk has certain function; formula has the component; similar function implied or both breastmilk and formula do not contain a certain component - use of added nutrients, combination of nutrients as trade mark graphic which itself is a health claim - play on words with same sound but different meanings to catch attention on claims - use of superlatives - Use of celebrities / professionals as spokespersons - Use of mothers sharing to increase use of formula as a whole, use of a particular brand, or undermine the trend of increasing market share of products from a certain country - Use of internet / multimedia / social networking - On line registration to Mama clubs - Video clips - Facebook - Blog - Apps - Interactive webpage
3 1 Description Website of Abbott for parents 2 When observed Accessed Where observed 4 Company name Abbott Laboratories 5 Product name Gain; Gain Plus 6 Type of product Follow-up formula (for 6-12 months; 1-3 years) 7 Type of violation Advertisement with health claims; company contact with mothers; gift to mothers 8 Details 1. Infant and young child development a. Introducing IQ Plus products Golden age of brain development before 3 years not to be missed US Abbott IQ Plus formula has special essential element Phospholipd PhD, helps the healthy development of BB s brain, initiates the holistic development of young child. Start from today, be one step earlier in nurturing a smart BB IQ Plus smart formula PhD naturally found in mother s milk; important for transmission of messages in the brain Functions of DHA, AA, taurine, choline, nucleotides, zinc, iron, copper 3
4 4 Translations from Chinese Has the only Immunify immunological complex GOS, B. Lactis, TPAN trademarked nucleotide helps Strengthen the immunity of the child Pack shots of Gain and Gain Plus b. Competition of best sharing of kindergarten interview strategies Prizes Trip to Singapore Visit to HK Disneyland Supermarket coupons c. Strategies for interview for entry into kindergarten d. Sharing from celebrities e. Four major directions of brain development 2. Strongest parenting network Messages uploaded from a parenting website Baby Kingdom ; blogs from parents; professionals 3. Infant and young child formula Gain lists special ingredients Gain Plus lists special ingredients 4. Invitation to become Abbott Eye Q Plus Parenting member
5 1 Description One Less Worry 2 When observed Accessed Where observed 4 Company name Pfizer Inc. 5 Product name S-26 Gold; Promil Gold (6 months 1 year); Progress Gold ( 1 3 years) 6 Type of product Infant formula; Follow-up formula 7 Type of violation Advertisement with health claims; company contact with mothers; gift to mothers 8 Details 1. Home page a. Mothers sharing on experience of selecting or changing to Wyeth Gold formula with prizes for entries b. Invitation to join Wyeth Gold healthy BB intelligence (sounds like a lot in Chinese) much FUN challenge till to obtain baby potty training manual / cash coupon if questions answered in set time period / quickest during the month 5
6 2. Product news a. 0 6 months S-26 Gold pack shot Wyeth Gold S-26 is an Advanced all-rounded nutrition formulation, close to nutrition in mother s milk, contains the following special nutrient composition found in mother s milk i. Help intellectual and visual development ii. Help gastrointestinal digestion iii. Help healthy growth iv. Help immunity b. 6 months 1 year Promil Gold pack shot added soluble edible fibre, helps growth of probitics in healthy gut, helps stool to be softer and reduce hot air in gut 3. Video channel Numerous video clips that have been shown on television - celebrity promoting Wyeth Gold products including Progress Gold with sharing by parents - New advanced formulation Progress Gold - Advertising Progress Gold focus on appropriate weight from early age and long term health; Wyeth biofactors set new standard for formula revised amount of protein just right ; visual of heart shaped balloons labeled 1 year old, 2 year old to 7 years and beyond. Mother has one less worry. Pack shots of Promil Gold and Progress Gold. 4. Other links to to join Wyeth mothers club Translations from Chinese 6
7 1 Description Mead Johnson Nutrition A+ health, intellectually bright, learn quicker than other by a step 2 When observed Accessed Where observed 4 Company name Mead Johnson Nutrition (Hong Kong ) Limited 5 Product name Enfapro (6-12 months); Enfagrow (1 3 years) 6 Type of product Follow-up formula 7 Type of violation Advertisement with health claims; company contact with mothers; gift to mothers 8 Details 1. Mead Johnson products a. Introduction to products i. Enfapro pack shot Has 3 levels of protection and also high DHA. Health intellect (sounds like most in Chinese) bright, lively learning intellect (sounds like most in Chinese) win Enfapro A+ contains a DHA level the highest in Hong Kong A+ Intellect bright Brain development A+ Health Self protection contains 3 levels of protection of health unique combination of ingredients DHA ARA, Prebiotics, Antioxidants helps respiratory health, gut health, immunity ii. Enfagrow pack shot Logo with even higher DHA Has 3 levels of protection and also high DHA. 7
8 Health intellect (sounds like most in Chinese) bright, lively learning intellect (sounds like most in Chinese) win A+ Intellect bright Brain development contains DHA, choline and multiple important micronutrients A+ Health Self protection special composition including DHA, B-Glucan, Prebiotics and multiple important micronutrients, helps respiratory health, gut health, immunity b. Preview of television advertisements Numerous advertisements involving health and developmental claims to promote Enfapro and Enfagrow c. Latest news Mead Johnson activities 365 days a year Apps Mead Johnson Every Day A+ Plan Sharing from parents who gave Mead Johnson formula from birth to nurture healthy bright children 2. Parenting news Stress brain and immunological development Pack shots of Enfapro, Enfagrow Stress nutrients used in health claims of the formula 3. Mead Johnson Club Gifts on entry include book for use during bath, a bag for mother, glove for BB, samples, discount coupons, regular e- mails, news on parenting and care, free talks, free phone enquiry answered by professional nurse Gift for successful introduction of new members 4. Selected articles from popular magazines e.g. celebrity sharing childcare experience including mixed breast and formula feeding and selection of formula milk 5. My Baby Interactive Region Sending e-cards 2012 calendar Submitting photo of father and mother to predict what A+ BB looks like Translations from Chinese 8
9 1 Description Nestle Nutrition Area 2 When observed Accessed Where observed aspx 4 Company name Nestle Hong Kong Limited 5 Product name NAN HA 2 (For 6 months and above, NAN 3 (For 1 year and above) 6 Type of product Follow-up formula; complementary food 7 Type of violation Advertisement with health claims; company contact with mothers; gift to mothers; complementary food from 4 months 8 Details 1. NAN HA 2; NAN HA 3 pack shots OPTI PRO TM quality protein Helps enhance immunity Video promoting German NAN 3 BL probiotic specially added BL and LGG probiotic promote gut health, digestion, absorption Added DHA//ARA DHA and ARA are 2 important long chain polyunsaturated fat in mother s milk that helps BB s brain and visual development 2. Gerber infant food Stage 1 food for sit with support (around 4 6 months) Infant cereal Rice cereal for around 4 to 6 months 3. Nestle Nutrition Area a. Star of the month BB photo selection If selected gift of 6 tins of German NAN or Nestle rice 9
10 cereal b. Invitation to be member with gift, discounts and samples Calculator for BB health BB screen saver DIY ECARD Translations from Chinese 10
11 1 Description Friso 100% made in Holland 2 When observed Accessed Where observed 4 Company name Friesland Campina (Hong Kong) Limited 5 Product name Friso Gold 2 (For 6 12 months); Friso Gold 3 (For 1 3 years) 6 Type of product Follow-up formula 7 Type of violation Advertisement with health claims; company contact with mothers; gift to mothers; 8 Details 1. Video interactive journey to Friso s own farm 2. Know products a. Friso Gold 2 pack shot Major nutrients and function Use of quality prebiotics GOS, an important component of mother s milk, Balanced nutrients Complete nutrients for brain development Complete immunological formula Complement BOOSTIMUNE TM multi-immunological formula b. Friso Gold 3 pack shot Major nutrients and function Apart from GOS has added 2 probiotics, can selectively suppress different pathogenic organisms in the gut, helps maintain the health of the digestive system Balanced nutrients Complete nutrients for brain development Complete immunological formula Complement BOOSTIMUNE TM multi-immunological 11
12 formula 3. Join Friso Mama Club with gift of Happy pregnancy miniencyclopedia 4. Request for samples Translations from Chinese 12
13 1 Description At Cow and Gate we love, cherish and care for every single baby in Hong Kong According to Nutriplanet result, 4 Common concerns of HK babies New Cow and Gate Complete Care Formula tailored for HK babies Specially researched for Hong Kong BB Complete Care 2 When observed Accessed Where observed 4 Company name Danone Baby Nutrition (HK) Ltd 5 Product name Cow and Gate Follow-on formula 2 (For 6-12 months); Cow and Gate Growing up formula 3 (For 1 3 years) 6 Type of product Follow-up formula 7 Type of violation Advertisement with health claims; company contact with mothers; gift to mothers; 8 Details 1. Our Products a. Cow and Gate Follow On Formula 2 Specially researched for Hong Kong BB complete care IMMUNOFORTIS TM helps to support immune system 13
14 development b. Cow and Gate Growing Up Formula 3 Specially researched for Hong Kong BB complete care IMMUNOFORTIS TM an international patented blend of prebiotics 2. Join Our Club s and post Member event Enquiry service Free gift on admission 14
15 1 Description Strong growth starts with Snow Brand 2 When observed Accessed Where observed 4 Company name Snow Brand Hong Kong Co., Ltd 5 Product name Smart Baby 2 (For 6 months 1 year); Smart Kid (For 1 year or above); 6 Type of product Follow-up formula 7 Type of violation Advertisement with health claims; company contact with mothers; gift to mothers; 8 Details 1. Join Snow Brand Family with free gift, free infant care information, priority enrolment for company seminars and activities, free telephone enquiry; accumulate points on purchase of products for exchange of gifts 2. Snow Brand Products Snow Brand Infant Formula over 40 years of research into mother s milk, for many years to research formula milk for Asian infants that is more close to mother s milk is the target a. Smart Baby 2 has mother s milk oligossacharides ganglioside rich in mother s milk SA (Sialic acid) a natural carbohydrate in mother s milk, helps child s learning potential Do not contain sucrose mother s milk and Smart Baby 2 both do not contain sucrose b. Smart Kid ganglioside rich in mother s milk SA (Sialic acid) a natural carbohydrate in mother s milk, helps child s learning potential 3. Latest Promotion 15
16 Free delivery for purchase of 6 tins of Smart Baby 2 or Smart Kid Snow Brand Facebook special page Translations from Chinese 16
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