Philippine Code of Marketing of

Breastmilk Substitutes
(Executive Order 51)
 Brief history…
• 1981 International Code of Marketing was
approved by the members of the World Health
Assembly
– 118 countries voted in favor
– As of today 163 Countries are implementing the
International Code
• 1986 Philippine Code of Marketing of Breastmilk
Substitutes (EO51) was signed by President
Corazon C. Aquino
– The first law in Asia
 Aim of the Code
From a press statement of Sec. Benzon last
October 28,1986
“ The Code in effect aims to contribute to the
provision of safe and adequate nutrition of
infants by the protection and promotion of
breastfeeding;”
 Scope of the Code
“The Code applies to the Marketing, and practices
related thereto, of the following products:
breastmilk substitutes, including infant formula;
other milk products, foods and beverages,
including bottle fed complementary foods, when
marketed or otherwise represented to be suitable,
with or without modification, for use as a partial
or total replacement of breastmilk; bottles and
teats. It also applies to their quality and
availability, and to information concerning their
use.”
Key issues Covered by the Code
• Intensification of the dissemination of
information on breastfeeding and proper
nutrition
• Regulation of Advertising, Marketing and
Distribution of breastmilk substitutes and
other related products, including bottles and
teats
 Key issues covered by the Code
• Banning on the use of the health care
system for the promotion of infant formula
and other related products
• Banning on donation, samples and other
giveaways by milk companies to health
workers and the general public
 The Code and the Health
Workers
Sect. 6 (b) “Manufacturers and distributors
shall not be permitted to give, directly or
indirectly, samples and supplies of products
within the scope of this Code or GIFTS of
any sort to any member of the general
public, including members of their families,
to hospitals and other health institution, as
well as to personnel within the health care
system “
 The Code and the Health
Workers
• Sect.7(b) “ No facility of the health care system
should be used for the purpose of promoting infant
formula and other products within the scope of
this Code.”
• Sect.7 (c) “ Facilities of the health care system
shall not be used for the display of products within
the scope of this Code, or for placards or posters
concerning such products”
 The Code and the Health
Workers
• Sect 8(a) “Health workers shall encourage
and promote breastfeeding and shall make
themselves familiar with objective and
consistent information on maternal and
infant nutrition, and with their
responsibilities under this Code
 The Code and the Health Workers

Sec. 8(b) Information provided by

manufacturers and distributors to health
professionals regarding products within the
scope of this Code shall be restricted to
scientific and factual matters, and such
information shall not imply or create the
belief that bottle feeding is equivalent or
superior to breastfeeding
 Question 1:
What materials should we accept
from the Milk Companies?
Role Game: IAC and the Industry
(10 minutes)
-3 minutes study the materials
-7 minutes IAC will tell us why the materials
violates the Code and the Industry will tell us why
the materials instead are in full compliance with
the Code
 Question 2:
Why are children born in
hospitals, and to Health Workers
less likely to breastfeed than those
born at home?
Even if you Promote
Breastfeeding…
Your messages are clear…
…DHA will make your child grow
and be smart
 They create
child geniuses
…and has
nucleotides
like BM
…and will make your babies
beautiful
 …and supplies your needs…
clocks…conferences …mother’s classes
Gifts of any kind given to health
workers: Why?
They want us to be comfortable
with their giveaways?
Would you sell the health of your children
for a few hundred pesos?

Source: Photos taken during

Many do… monitoring, December 2003
 Rampant violations of the Milk Code:
Mother Classes conducted my Milk Companies

June, 2007 Milk Code

Monitoring
 Challenges
• Prevent misconceptions from
– Advertisements
– Health workers

• Transform health workers to advocate

Breastfeeding
• Establish supportive home, community and work
environments
• Gain political will and commitment
What can you do to save children’s
lives in your Community
• Enforce the Milk Code in your Community,
Workplace & health facility:
- No milk companies supported activities
- No health workers/BHWs promoting/selling infant
formula and other breastmilk substitutes
- No materials/items that promotes infant formula and
other breastmilk substitutes should be present

• Pass city/municipal/barangay resolutions in

support of the Milk Code
 Your Choice!
Your Country’s Future!

Be one of us in
Promoting, Protecting
and Advocating
Breastfeeding!
Thank You!