UK report: Infant formula firms deliberately target poor mothers in the Philippines with “clandestine” techniques

27 Feb 2018 --- An investigation by charity organization Save the Children and UK newspaper The Guardian is accusing infant formula companies of flouting international codes of conduct in poverty-stricken areas of the Philippines by deliberating targeting mothers by using clandestine and aggressive techniques to encourage baby formula to take up.

An article published today (February 27) by the British media outlet details the investigation that happened in some of the most deprived regions of the Philippines. It accuses Nestlé and three other companies of offering doctors, midwives and local health workers incentives and freebies to “earn their loyalty.”

The article claims that these included free meals, show and cinema tickets, free trips to conferences and gambling chips.

Representatives were said to be a “constant presence” in hospitals where they were handing out infant nutrition leaflets claiming they are giving new mothers medical advice. However, according to the investigation, some of the literature included money-off coupons and recommendation for specific infant formula brands.

And recommendations were also coming from other hospital staff, while targeted advertising on Facebook and collaboration with influencing bloggers leads to new mothers being exposed to “unregulated formula promotion.”

The Guardian article says that all companies involved in its investigation have denied any wrongdoing.

Lobby groups in the Philippines are also trying to curtail government legislation regulating formula marketing and promotion, it says, while some TV advertising depicts infant formulas helping a child’s intelligence and prospects in life.

The article says that this kind of aspirational marketing targeting mothers living in poverty – in a country where only a minority of women breastfeed – is particularly “seductive.”

The report also contains details of one-to-one interviews with new mothers who detail the sacrifices they make, so they afford to buy infant formula brands for their babies, often going hungry themselves.

Promoting infant formula is a concern in poorer countries where there is a high risk of diarrhea for babies, restricted access to healthcare in general, risks of pneumonia and much less information promoting the health benefits of breastfeeding.

The World Health Organization (WHO) has an International Code of Marketing of Breast-Milk Substitutes, which according to the article, is being flouted in the Philippines.