The International Code of Marketing of Breast-milk Substitutes aims to contribute to the provision of safe and adequate nutrition for infants.
It does this by:
- protecting and promoting breastfeeding
- encouraging the proper use of breast-milk substitutes when necessary, by ensuring:
- information on formula is available
- formula is appropriately marketed and distributed.
In New Zealand, the code is implemented and monitored by the Ministry of Health.
Making a complaint about marketing of foods for babies and toddlers
There should be no marketing of infant formula (formula for babies under 6 months).
If you experience or see inappropriate infant formula marketing, you can make a complaint to the Ministry of Health.
If you have other concerns about the marketing of foods for babies and toddlers, including follow-on formula and toddler milk, you can complain to the Advertising Standards Authority (ASA) under the Food Code – view the ASA complaints procedure and complaint form.