CROATIA – Inappropriate promotion and labelling of Humana infant formula

Code Violations
Promotion to the public and in shops/Labelling

Humana

DMK Deutsches Milchkontor
GmbH
Flughafenallee 17,
28199 Bremen
Germany

www.dmk.de

In a hypermarket in Zagred, Croatia, Humana 1 infant formula is on sale with 30% discount as it is nearing its expiration date.

The words “from birth” on the label of the product is clearly promotional and misleading – conveying to parents that bottle-feeding is suitable for babies from when they are born. 

Humana 1 infant formula is advertised on the Humana website as a formula “perfectly tailored to the specific nutritional needs of your newborn” and “ideally suited as a supplement to breast milk” or for sole feeding if mothers are not breastfeeding. The company also claims that their product is “modelled on breast milk”. These statements not only idealise the product but promote bottle-feeding from birth and undermine exclusive breastfeeding.

(Retrieved from http://www.humana-baby.com/products/infant-milk/infant-milk/, accessed on 10 January 2019)

The German flag is used as a quality assurance to gain customers’ trust