New marketing tactics - IBFAN) ASIA · 2013-11-11 · a new ingredient on the market, a dossier substantiating thatthe ... Brand relationships and trust bonds can be ... GSK Horlicks
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New marketing tacticsNew marketing tactics
Patti Rundall IBFAN/ Baby Milk ActionOne Asia Breastfeeding Partners Forum 9g
Luang Prabang, Laos 28 30 October 201328‐30 October, 2013
Forming coalitions is essential Forming coalitions is essential gg
Monitoring, tackling marketing – for example in Ireland France Italyin Ireland, France, Italy and the UK. The Baby Feeding Law Group – The Breastfeeding ManifestoBreastfeeding Manifesto – the Conflict of Interest Coalition.
Speaking with one voiceSpeaking with one voice
Baby Feeding Law Group p24 health professional and lay organisations –organisationsformed in 1997 – all working to strengthen UK andstrengthen UK and EU marketing legislation.Members meetMembers meet quarterly to discuss and strategise.
W ki i f C dW ki i f C d liliWorking in synergy for Code Working in synergy for Code compliancecompliance
All b b i th i ti i t lAll members bring their expertise into playWe advocate for EU and UK legislation to be brought in line with the International Code andbrought in line with the International Code and resolutionsIt is NOT a requirement to be code complaint –q pbut it IS a requirement to advocate for the Code and resolutions
This can result in tricky situations
It has achieved a lotIt has achieved a lot
SMA Road showDanone leaflets in health facilitiesASA rulings against misleading advertising g g g gDHA claim – majority vote in ParliamentRevision of PARNUTs.e s o o U sHA Milk warnings2010 Royal College of Midwives dropped formula2010 Royal College of Midwives dropped formula adverts from Journal
If an ingredient is important shouldn’t If an ingredient is important shouldn’t g pg pit be in all formulas?it be in all formulas?
“We find the case for labelling infant formula or follow on formula with health or nutrition claims entirely unsupportable. If an i di i i ll b fi i l d d bingredient is unequivocally beneficial as demonstrated by independent review of scientific data it would be unethical to withhold it for commercial reasons. Rather it should be made a required ingredient of infant formula in order to reduce existing risksrequired ingredient of infant formula in order to reduce existing risks associated with artificial feeding. To do otherwise is not in the best interests of children, and fails to recognise the crucial distinction
between these products and other foods.”
UK Scientific Advisory Committee on Nutrition
Even going to court
SMA case SMA advert ‐ 2003. The Judge found SMA to be guilty of ‘cynical and deliberate breach of the regulations’...the defendent was prepared todefendent….was prepared to ignore the advice of their legal department and took the risk of prosecution.’
INFORMINFORM –– the industry frontthe industry frontINFORM INFORM the industry frontthe industry frontProf Lucas defending SMA said his role is to advisesaid his role is to advise industry on how to properly position themselves in the UK andthemselves in the UK and that he was Chair of an Advisory group to the industry lobbying bodyindustry lobbying body, INFORM.
INFORM masquerades as an independent information service for parents and many people are unaware that it is an industry campaign.
Creating Creating new new marketsmarkets
Baffle with scienceIdealise the product Trigger fears that foods lack
ti l t i tessential nutrientsExtend the bottle feeding period
“Sales of toddler milks, said to be an industry priority, because their promotion is less regulated are predicted to grow byless regulated, are predicted to grow by 31%”.Euromonitor International
http://www.firststepsnutrition.org/children/eating‐well_first‐six‐months.html
Cross promotionCross promotion
Advertising NAN Pro (6 mo 3 years) not allowedAdvertising NAN Pro (6 mo–3 years) not allowed.Advertising NAN Grow (1–3 years) allowed (?)
Nestlé formula labels 2013Nestlé claims to market baby milk responsibly, but look at what it does - not just what it says it doesWhat Nestlé says:
“Nestlé takes very seriously its responsibility to ensure
What Nestlé does:
Nestlé knows that babies fed on formula are more likely to become sick than breastfed babies and, in conditions of poverty, more likely to die. Yet around the world it targets pregnant women, mothers and health workers with labels and promotions with claims such as its formula “protects” babies, gives them a “natural start” and so on. Look at some examples of its labels in 2013.
“There is no question about breast milk being the best start a baby can have in life. Nestlé fir
ml y bel ieves that
breastfeeding is the best way to feed a baby and is strongly committed to its protection and promotion.”
that our marketing practices abide by the World Health Organisation’s International Code of Marketing of Breast-milk Substitutes. We have implemented extensive measures to ensure strict compliance with it.”
Afghanistan Canada Croatia International Code Article 9 2BosniaAfghanistan“Gentle start”
Canada“Natural Cultures”
Croatia“Protect”
International Code Article 9.2 “Neither the container nor the label should have ... pictures or text which may idealise the use of infant formula.”
BosniaProtective arms logo
IndonesiaLogos and claims
Lithuania“Protect”
Maldives“Gentle Start”
MyanmarCereals promoted with
protective arms and claims
TaiwanProtect logo
Thailand“Natural Start”
Ukraine“Protect”
Venezuela“Comfortis”
PhilippinesNestlé battles regulations
The Philippines requires statutory warnings on labels in English and Filipino and prohibits claims. Nestlé does not use its “protect” or “natural start” claims, but is still using logos and highlighting
Tell Nestlé executives you will boycott their products, such as Nescafé coffee, until they stop violating the baby food marketing requirements. Download resources from :
www.babymilkaction.org
still using logos and highlightingingredients. Nestlé is also backing attempts to introduce a new law that would legitimise many of its misleading marketing strategies.
Cross branding and idealisationoss b a d g a d dea sa oin Laos
Laos is one of the poorest countries in southeast Asia, 135th out of 177 countries evaluated according to the human development index.
No evidence of efficacyNo evidence of efficacy
German Federal Institute for Risk Assessment: “From a nutritional and physiological point of view these special toddler milks are not necessary”, ”high consumption [as recommended] ‐ children would consume through children's milk alone high amounts of macronutrients and micronutrients. Within the framework of the overall diet this would favour in the long‐term an oversupply with all nutrients. From a nutritional physiological and health point of view this is problematic.”
Iron‐Fortified vs Low‐Iron Infant Formula Developmental Outcome at 10 Years Betsy Lozoff, MD; Marcela Castillo, PhD; Katy M. Clark, MA; Julia B. Smith, EdD Arch Pediatr Adolesc Med. Nov 7, 2011,
“Infant formula is currently a commodity market, f f y y ,with all products being almost identical and markets competing intensely to differentiate
( )their products. Even if Formulaide (DHA and ARA) has no benefit, we think it would be widely incorporated into formulas as a marketing toolincorporated into formulas, as a marketing tool and allow companies to promote their products as closest to human milk ” H b i ht d Q i t S t R tas closest to human milk. Hambricht and Quist Spot Report
Why do health workers allow reps in?Why do health workers allow reps in?
To understand the jargon j g(mothers see in media)Gifts etcGifts etcTraining
STANDING COMMITTEE ON THE FOOD STANDING COMMITTEE ON THE FOOD CHAIN AND ANIMALCHAIN AND ANIMAL 29 APRIL 201329 APRIL 2013CHAIN AND ANIMAL CHAIN AND ANIMAL 29 APRIL 2013 29 APRIL 2013
"...when a food business operator places a product with a new ingredient on the market, a dossier substantiatinga new ingredient on the market, a dossier substantiating that the ingredient is safe and suitable for the intended purpose, must be available. The Member State may request to evaluate that dossier if they wish to do soand it is their right to consider that the ingredient does
t t th i t f A ti l 4 t 6 d tnot meet the requirements of Articles 4 to 6 and to refuse the placing on the market of products with such ingredient "such ingredient.
targeting pregnanttargeting pregnanttargeting pregnant targeting pregnant women women
websites, facebook, company 'carelines,’know-how buses mothers milkshow buses, mothers milks –all lure parents
“Marketers are becoming more aware ofMarketers are becoming more aware of the need to target parents as early as possible. Brand relationships and trust bonds can be formed during pregnancy when the child is not yet even born. Babies and Toddlers: Emergingyet even born. Babies and Toddlers: Emerging Opportunities. datamonitor.com
PerpetuatingPerpetuating problems
This Danone ‐ leaflet sent to mothers in the UK ‐ perpetuates the notion that breastfeeding will always be painful ‐ many mothers believe this so don’t ask f h l d h blfor help ‐ and the problems continue.
Social MarketingSocial Marketing‐‐ Promotion without protectionPromotion without protectionPromotion without protectionPromotion without protection
2003/5 US Health and Social Service adverts were toned down Industry increased its advertising spend from $30 million to $50mResult was a fall in breastfeedinggSocial marketing sucks up money!
SuperbabiesSuperbabies astrobabiesastrobabies
http://info.babymilkaction.org/pressrelease/pressrelease28sep11
Undermining confidence Undermining confidence ggin family foodsin family foods
“I now know that even if I bought the highest quality ingredients, organic or not I couldn’t match the degree of quality assurance that Cow & Gate baby foods have. “It is impossible to buy one on the market that has so few contaminants, especially from nitrates”especially from nitrates“What if I grow my own?” I mused.“Do you know if the soil on your vegetable patch contains heavy metals or what pesticides maycontains heavy metals, or what pesticides may have been used in the past?” Stephan asked. “No I don’t… there’s a thought…”
Lifting the Lid – by Cow & Gate (Danone)
Whoever next Whoever next ‐‐ Red Bull FormulaRed Bull Formula
"Sure breast is best, if it's all that is favailable. Like if you are in some kind of depressing third world country or something like that. But only Baby Red Bull Extreme provides these growing children with the taurinegrowing children with the taurine, glucuronolactone, caffeine, acesulfame K and aspartame that f ptheir bodies need on a daily basis."
Red Bull Extreme formulaRed Bull Extreme formula
"We're going to revolutionize the infant formula market with our new Baby Red Bull Extreme," company founder Dietrich Mateschitz explained.
"Parents are sick and tired of infant formulas that don't provide vital substances that have been lost by their babies during times of increased mental and physical exertion, while also reducing harmful substances. With Baby Red Bull Extreme energy formula, which comes in both powder and ready to feed varieties you getwhich comes in both powder and ready to feed varieties, you get both!”http://knudsensnews.blogspot.com/2013/09/makers‐of‐popular‐energy‐drink‐turn‐to.html
R.K. ChandraR.K. Chandra
In the late 1980s, Nestlé/Carnation broke into the USbroke into the US infant formula market with a hypoallergenic yp gformula Supported by research b dby renowned Canadian sceintist, Dr. R. Chandra.
Nine US States took action and the HA Hypoallergenic claim was banned and described as:“Misleading and deceptive...Those babies who had severe reactions to Carnation Good Start have
id hi h i f th ' i ibl d t ”paid a high price for the company's irreponsible conduct.”
Endorsements
“Recommendd b thed by the
Latvian Paediatric Association”
“the safest formula that provides essential nutrients, easily digestible fats, etc…”
© IBFAN-ICDC Penang, Malaysia. July 2005.
Influencing international policiesInfluencing international policies
The misleading and unsubstantiated HA Hypoallergenic claim became widespread in Europe and EU Policy ‐
Headed by Prof Jean Rey on the Scientific Committee for Food ‐which advised the European Commission ‐ failed to look at US
bl h i i ti ll h d l d t i iproblems when examining partially hydrolysed proteins in 1993.
Double burden of malnutrition
Artificially fed infants consume 30,000 more calories than t f c a y fed fa ts co su e 30,000 o e ca o es t abreastfed infants by 8 months of age” (equivalent to 120 Mars
bars ‐ 4 a week). Student Study Guide KG Auerbach, J Riordan 1993
changing children’s palettes ‐So they reject natural foodsSo they reject natural foods
Dietary Guidelines, EU. Capítulo 7
Why do countries join SUN?Why do countries join SUN?
For fear of being accused of not caring about g gnutrition, stunting or SAMTo gain access to donor funding – notTo gain access to donor funding not necessarily from companies – but from governments whose interests are alignedgovernments whose interests are aligned. To gain access to nutrition knowledgeT f l t f l b f f i i tTo feel part of a club…….fear of missing out
Marketing works: NCT surveyMarketing works: NCT survey
60% of mothers said they had seen infant formula yadvertising outside the health care system57% gave follow on milks between 3‐6 months 17%gave it to babies younger than 3 months. 31% said the adverts implied that infant formula is ‘as
’ ‘ ’good as’ or ‘better than’ breastmilk.NCT survey 2005
NESTLE RESEARCH FUNDINGNESTLE RESEARCH FUNDING
The Nestle Foundation established in 1966 fromThe Nestle Foundation, established in 1966 from a Nestlé grant, gives research funding. It claims to an 'independent' charitable trust governed by Swiss laws.But it allowed Council members, Professor Whitehead and a ollea e to be the re ipients ofWhitehead and a colleague to be the recipients of the biggest single grant in 1995. The Foundation has never distanced itself fromThe Foundation has never distanced itself from the trading company which retains a non‐voting representative on its BoardThere is also a Nestlé Nutrition Institute.
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