08 Feb Canada/Australia – Tommee Tippee violates the Code by promoting its feeding bottles & teats
Promotion to the public and in shops
Mayborn Group Limited
Mayborn House Balliol Business Park,
Benton Lane, Newcastle Upon Tyne,
At a pharmacy in Toronto, Canada, the package of Tommee Tippee “Closer to Nature” feeding bottles contains idealising statements such as – “The most breast-like nipple ever with anti-colic valve”, “natural latch” and that it “flexes like mom”- conveying that its design is comparable to the mother’s breast. This obviously undermines breastfeeding by equalising it with bottle feeding.
An image of a happy mother bottle feeding her baby idealises the product
Similar “closer to nature” baby bottles are on sale at a shop in Australia. Although the idealising image of a mother bottle feeding the baby is removed from the packaging here, it still contains idealising statements such as “the original breast-like teat” and “smooth transition from breast to bottle”.
The Australian Agreement (MAIF) does not cover feeding bottles and teats, thus companies feel free to promote their products. However, this 25% discount offer is in violation of the International Code.