AUSTRALIA/CANADA-PHILIPS AVENT CONTINUES TO VIOLATE THE CODE BY PROMOTING ITS BABY BOTTLES

Code Violations
Promotion to the public

Philips Avent

AAmstelplein 2 Breitner Center
P.O Box 77900
1070 MX Amsterdam
The Netherlands

www.avent.philips.com

At least 3 idealising statements are found on the package of Philips Avent “Natural” baby bottles at a store in Quebec, Canada. The company claims that its baby bottles has 1) “wide breast-shaped nipple, easy to combine with breastfeeding” 2) “The soft nipple imitates the sensation of the breast” and 3) “air flex valve designed to alleviate problems related to breastfeeding, such as colic”. These idealising statements blatantly undermine breastfeeding by equalising it with bottle feeding.

Philips Avent claims its baby bottle is “The most natural way to give a bottle”

At a store in Australia, a price tag offering special “30% discount” is used to promote Philips Avent Classic feeding bottles and teats. This 30% discount offer is clearly in violation of the Code.

However, the Marketing in Australia of Infant Formulas: Manufacturers and Importers Agreement (MAIF Agreement), which is Australia’s limited response to the International Code does not cover feeding bottles and teats. Thus, companies feel able to promote those products. It is therefore important to strengthen Code implementation and subsequent WHA resolutions at national level in order to better protect breastfeeding.

Attractive discounts for Philips Avent Classic baby bottles and teats!