Malaysia – Promotion by companies knows no boundaries

Code Violations
Promotion to the public and in shops


Fonterra NZ ltd
9 Princes Street
Auckland City Centre
Auckland City 1010

At Tesco Penang, Malaysia, the supermarket’s “Clubcard” members are given a discount coupon of RM5 for purchase of one (1) unit of Anmum Essential Step 3 growing-up milks. Shoppers are being offered 3 different flavours of the formula product. The discount coupon is attached together with the proof of purchase which is given to shoppers at checkout after payment has been made.

This is a clever and effective marketing strategy as it is difficult for shoppers not to notice the discount coupon while they are checking the payment receipt for the purchases made.

Growing-up milks are not yet covered by the Malaysian Code of Ethics for the Marketing of Infant Foods and Related Products (Malaysian Code) therefore promotion is rampant at supermarkets like Tesco. However, promotion of growing-up milks violates the International Code as the 2016 WHO Guidance reaffirms that growing-up milk is a breastmilk substitute covered by the scope of the Code and companies are not allowed to promote them.

Promotion by companies comes in different forms and they are ALL violations of the International Code.

On the Anmum Malaysia website, the company marketed its Anmum Essential Step 3 growing-up milks as “formulated to support your child’s development, to reach their full potential” – implying that children will not be able to reach full potential without it!

(Retrieved from, accessed on 21 May 2019)

Mothers are able to request for free samples on the company’s website

The website also focuses on promoting the nutritional formulations such as “DHA & GA” in the Anmum Essential range of products which are supposed to “support brain development and brain cell connections” and with more brain cell connections, the children can acquire “faster learning” mentally, emotionally and socially. WHA resolution 58.32 [2005] prohibits nutrition and health claims unless allowed in national legislation.

(Retrieved from, accessed on 21 May 2019)

Using outrageous claims on website to induce fear of health-conscious parents