How debunking the myths about infant formula can boost breastfeeding in Hong Kong
Gilly Wong says the introduction of a voluntary code for manufacturers to stop making wild claims about the nutritional value of breast milk substitutes and other children’s food is long overdue, and will encourage more mothers to give breastfeeding a chance
About half of Hong Kong parents questioned in one survey agreed that follow-up formula “is added with nutrients that promote the child’s brain development which cannot be found in other foods”. No doubt such misconceptions were caused in part by the pervasive advertising of these products. Illustration: Craig Stephens
The most intimate moments mothers share with their newborn have to be the time they spend breastfeeding. Sadly, for many years, the breastfeeding rate in Hong Kong has been dismayingly low. According to a Department of Health survey, in 2012, only 19 per cent of babies were breastfed up to four months old. In 2014, that figure increased slightly, to 27 per cent.
Understandably, our living environment and the mother’s health are crucial factors in considering breastfeeding. But misconceptions about the nutritional value of formula milk among parents in Hong Kong are another reason for the low rate.
Last year, the World Health Organisation issued a call to end the “inappropriate promotion” of foods for the young, recommending a halt to the marketing of breast milk substitutes, which covers all infant formula and milk powder for children up to the age of three. Under the guidelines, formula manufacturers should provide clear information that must not include any claim or message implying that their product is superior to breast milk.
In fact, in 1981, the WHO drew up an international code for marketing breast milk substitutes, which aimed to ensure mothers have access to information on breastfeeding and can decide on their own, free from any undue commercial influence, whether or not to breastfeed their babies. It also recommended regulating sales tactics in the promotion of breast milk substitutes.
A milk formula advertisement is displayed on a bus in 2011. To bring Hong Kong in line with international practices, a task force was set up in 2010 to develop a code on the marketing and quality of formula and other food products for children. Photo: David Wong
In an effort to bring Hong Kong in line with international practices, a task force was set up under Department of Health auspices in 2010, charged with developing a code on the marketing and quality of food products for infants and young children. Seven years have gone by, and finally the authorities are expected to announce later this year the contents of a voluntary code on formula and other food products for children. It is expected to recommend that “there should be no unsolicited promotional messages and advertising of formula milk by the manufacturers and distributers”, and there should not be promotional practices such as price discounts, gifts and free user-trials.
