9. Advertising Aspects

Infant Formula
USA

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

9.1 Applicable Advertising Regulation

There is no advertising regulation applicable to Infant Formula. The USA did not sign the WHO International Code of Marketing of Breast-milk Substitutes. While voluntary, the majority of manufacturers of infant formula do very carefully adhere to the WHO Code.

This means that there is no advertising of infant formula of any kind other than factual information provided on brand owners' websites. This means that usual media of television, cinema ads, print ads, out-of-home, shopper marketing/In-store materials, internet, digital, and mobile ads are NOT used. Additionally, free samples are not supposed to be distributed. [1,2]

9.2 Specific Restrictions on Advertising

The WHO Code includes the following guidelines:

•• No advertising of breast-milk substitutes directly to the public. 

•• No free samples to mothers. 

•• No promotion of products in health care facilities. 

•• No commercial product representatives to advise mothers. 

•• No gifts or personal samples to health workers. 

•• No words or pictures idealizing artificial feeding, including pictures of infants on the products. [1]

9.3 Advertising Approval

Not applicable. Infant formula is not supposed to be marketed/advertised and there is no cost or duration estimate available. [1]

9.4 Other Notes or Requirements for Advertising

Major formula brands have very clear policy statements about their position on marketing/advertising infant formula which includes the "no advertising" commitment.

9.5 References

1. Centers for Disease Control and Prevention - Strategy 9. Addressing the Marketing of Infant Formula

https://www.cdc.gov/breastfeeding/pdf/strategy9-addressing-marketing-infant-formula.pdf

2. WHO International Code of Marketing of Breast-milk Substitutes

https://www.who.int/nutrition/publications/code_english.pdf