Legislature of China Reviews Draft Amendment to Existing Advertisement Law
Published By : 21 Apr 2015 | Published By : QYRESEARCH
The legislature of China is reviewing a draft amendment to the advertising law prevailing in the nation that would efficiently ban the promotion of the infant formula. The draft law states that advertising for products that claim to partly or completely substitute mother’s milk shall be banned from mass media or public venues, and anyone violating the law could be fined up to around 1 million Yuan that is around USUS$160,000.
The government is seeking to increase the number of babies that are exclusively breast-fed during the first six months of their lives to 50 per cent by the end of 2020, according to the official Xinhua news agency. It quoted figures from the UNICEF (United Nations Children’s Fund) as showing that the rate was only 28 per cent in the year 2008, below the world average of around 40 per cent. Xinhua added that breastfeeding was widely believed to be the healthiest form of nutrition for babies, strengthening their immune systems and lowering the risk of obesity in adulthood.
The move marks a radical turnaround in a country where advertising for infant formula has been widespread on television and in other media over the past decade -- and where many women say that doctors or nurses in hospitals frequently advise mothers to feed their children formula rather than breastfeed them.
UNICEF’s China office has previously warned of a hyper-aggressive push to get the emerging market hooked on infant formula, and there have been reports that formula manufacturers have paid hospitals and doctors to promote their products. There are currently 1,900 varieties of formula available in China, according to Xinhua, with some experts estimating that the market could be worth US$30 billion a year by 2017 up from less than a billion dollars in 2006.