9. Advertising Aspects

Infant, Follow-up, Young Child Formula
Mexico

This section provides information on regulations on advertising and if there are any restrictions or approval processes.

9.1 Applicable Advertising Regulation

Infant Formula [1]

Advertising and advertising promotion of infant formulas must:

1. Promote breastfeeding, for which it will clearly indicate its benefits;
2. Expressly indicate that the use of infant formulas is recommended only in the following cases:
   1. Due to intolerance of the child to breast milk,
   2. Due to the absence of the mother, and
   3. Due to the inability of the mother to give milk or for any other well-founded health reason, and
3. Include information on the correct handling of the formulas, their preparation, and the specific care to which bottles must be subjected before offering them to infants.

The Secretariat will suspend advertising and advertising promotion of infant formulas when it does not comply with the provisions above.

Follow-up Formula, Young child formula[1][2]

FUF can be advertised with no other restriction as the Regulation of the General Health Law only prescribes specific advertising provisions for infant formula. 

ATNF summarized Mexico's Law regarding the Code and Relevant WHA Resolutions:

• Mexico’s BMS Legal Framework does not require that the importance of continued breastfeeding for 2+ years is stated on product labels
• Mexico’s BMS Legal Framework does not require that the Importance of no complementary foods <6 months be stated on product labels.
• Required content for follow-up formula
• Mexico’s BMS Legal Framework permits image/text suggesting use at <6 months on product labels.
• Mexico’s BMS Legal Framework permits professional endorsements on product labels.
• Mexico’s BMS Legal Framework permits messages that recommend or promote bottle feeding.

9.2 Specific Restrictions on Advertising

Infant, Follow-up and Young Child Formula [3][4]

The advertising of food, dietary supplements, and non-alcoholic beverages must not:

1. Induce or promote eating habits that are harmful to health;
2. Affirm that the product fulfills by itself the nutritional requirements of the human being;
3. Attribute to industrialized foods a higher or different nutritional value than they have;
4. Make comparisons to the detriment of the properties of natural foods;
5. Express or suggest, through real or fictional characters, that the ingestion of these products provides people with extraordinary characteristics or abilities;
6. Associate directly or indirectly with the consumption of alcoholic beverages or tobacco, and
7. Claim properties that cannot be proven, or that the products are useful in preventing, alleviating, treating, or curing a disease, disorder, or physiological state.
   

9.3 Advertising Approval

Infant, Follow-up and Young Child Formula [3]

Notice of advertising, for products adjusted to the corresponding nutritional provisions (COFEPRIS-02-002-B Aviso de Publicidad. Modalidad B.- Alimentos y bebidas no alcohólicas (por marca del producto), que se difundan por televisión abierta, televisión restringida y salas de exhibición cinematográfica, cuando dichos productos se ajusten a los criterios nutrimentales a que hace referencia el Reglamento de la Ley General de Salud en Materia de Publicidad), or Advertising Permission, for products not adjusted to the corresponding nutritional provisions. (COFEPRIS-02-001-C Permiso de Publicidad Modalidad C.- Alimentos y Bebidas No Alcohólicas).

 The above is regulated by COFEPRIS.

• Cost - None.
• Estimated time:
  • Notification of advertising: Immediate response.
  • Advertising Permission (=Approval): 10 business days.

For the corresponding requirements, see the link provided [5].

9.4 Other Notes or Requirements for Advertising

Infant, Follow-up, and Young Child Formula

See the comparison between the PABI Code and International Regulations, by the National Institute of Public Health (INSP) [6].

9.5 References

1. Regulation of the General Health Law regarding Advertising. CHAPTER III - INFANT FORMULAS

https://www.diputados.gob.mx/LeyesBiblio/regley/Reg_LGS_MP.pdf

2. National Assessment on the Compliance with the Code and the National Measures- Mexico Report (June 2021) 

https://accesstonutrition.org/app/uploads/2021/06/ATNF_Mexico_Report_Final_06.2021.pdf

3. Regulation of the General Health Law regarding Advertising. Article 22 and Article 22 Bis

https://www.diputados.gob.mx/LeyesBiblio/regley/Reg_LGS_MP.pdf

4. GUIDELINES that disclose the nutritional and advertising criteria that advertisers of food and non-alcoholic beverages must observe to advertise their products on open and restricted television, as well as in movie theaters, in accordance with the provisions of articles 22 Bis, 79, section X and 86, section VI, of the Regulation of the General Health Law regarding Advertising

http://www.dof.gob.mx/nota_detalle.php?codigo=5340694&fecha=15/04/2014

5. Agreement by which the procedures and services are disclosed, as well as the formats applied by the SSA, through the COFEPRIS, registered in the Federal Registry of Procedures and Services of the Federal Commission of Regulatory Improvement

https://catalogonacional.gob.mx/FichaRegulacion?regulacionId=1016

6. Regulación de la Publicidad de Alimentos y bebidas no alcohólicas en México: El Código PABI vs. Regulaciones Internacionales

https://www.insp.mx/epppo/blog/2865-reg-publicidad-alimentos-bebidas-mex-codigo-pabi-vs-reg-intern-439.html