<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-strict.dtd">
<html lang="en" class="hexml-course s2e"><!--[if lt IE 8]> <html class="oldie"> <![endif]--><!--Generated at Wed, 12 Oct 2022 23:23:12 +0000--><head><meta name="author" content='["Carole Dobrich"]'><meta name="course" content="MA03"><meta name="topic" content="2.2"><meta http-equiv="content-type" content="text/html; charset=utf-8"><meta name="copyright" content="2022 Health e-Learning"><meta name="robots" content="NONE,NOARCHIVE"><meta name="viewport" content="width=device-width, initial-scale=1, maximum-scale=1, user-scalable=0"><link rel="stylesheet" href="//static.health-e-learning.com/jigsaw/design/hexml.pack.css?v=1665616992" type="text/css"><script type="text/javascript" charset="utf-8" src="//static.health-e-learning.com/jigsaw/design/hexml.pack.js?v=1665616992"></script><title>MA03: Marketing - the role of the International Code</title></head><body class="loading"><div class="ajax-modal Fixed"></div><div class="watermark"><span>Health e-Learning</span></div><div id="access"><a href="#access" accesskey="a">Access Keys</a><a href="#menu" accesskey="m">Skip to Menu</a><a href="#content" accesskey="c">Skip to Content</a><a href="#footer" accesskey="f">Skip to Footer</a></div><div id="nav"><span class="nav-menu">Maintaining BFHI Education for Nurses and Midwives - Series 2</span><a id="hamburger" href="#"><span class="hamburger hamburger--collapse"><span class="hamburger-box"><span class="hamburger-inner"></span></span></span></a><div class="progress-container"><div id="myBar" class="progress-bar"></div></div></div><nav id="menu"><ol><li><a href="topic_1-0.html"><span class="menu-item-icon">1.0 </span><span class="menu-item-title">Introduction</span></a></li><li><a href="topic_2-0.html"><span class="menu-item-icon">2.0 </span><span class="menu-item-title">Protection of Breastfeeding [Domain 1]</span></a><ol><li><a href="topic_2-1.html"><span class="menu-item-icon">2.1 </span><span class="menu-item-title">A Code History Timeline</span></a></li><li class="current mm-selected"><a href="topic_2-2.html"><span class="menu-item-icon">2.2 <i class="fa fa-caret-right" aria-hidden="true"></i></span><span class="menu-item-title">Marketing - the role of the International Code</span></a></li></ol></li><li><a href="topic_3-0.html"><span class="menu-item-icon">3.0 </span><span class="menu-item-title">Understanding the importance of skin-to-skin</span></a><ol><li><a href="topic_3-1.html"><span class="menu-item-icon">3.1 </span><span class="menu-item-title">Infant innate behaviours</span></a></li><li><a href="topic_3-2.html"><span class="menu-item-icon">3.2 </span><span class="menu-item-title">Skin-to-skin and the role of the Health Worker</span></a></li><li><a href="topic_3-3.html"><span class="menu-item-icon">3.3 </span><span class="menu-item-title">Addressing barriers to skin-to-skin</span></a></li><li><a href="topic_3-4.html"><span class="menu-item-icon">3.4 </span><span class="menu-item-title">The loving relationship</span></a></li></ol></li><li><a href="topic_4-0.html"><span class="menu-item-icon">4.0 </span><span class="menu-item-title">Postnatal Interventions</span></a><ol><li><a href="topic_4-1.html"><span class="menu-item-icon">4.1 </span><span class="menu-item-title">The chemistry of feeding</span></a></li></ol></li><li><a href="topic_5-0.html"><span class="menu-item-icon">5.0 </span><span class="menu-item-title">Special needs and infant challenges [Domain 6]</span></a><ol><li><a href="topic_5-1.html"><span class="menu-item-icon">5.1 </span><span class="menu-item-title">The 'late preterm' 'early term' baby</span></a></li><li><a href="topic_5-2.html"><span class="menu-item-icon">5.2 </span><span class="menu-item-title">Ankyloglossia</span></a></li></ol></li><li><a href="topic_6-0.html"><span class="menu-item-icon">6.0 </span><span class="menu-item-title">Managing common difficulties</span></a><ol><li><a href="topic_6-1.html"><span class="menu-item-icon">6.1 </span><span class="menu-item-title">Engorgement</span></a></li><li><a href="topic_6-2.html"><span class="menu-item-icon">6.2 </span><span class="menu-item-title">Hyperlactation</span></a></li></ol></li><li><a href="topic_7-0.html"><span class="menu-item-icon">7.0 </span><span class="menu-item-title">Supplementation</span></a><ol><li><a href="topic_7-1.html"><span class="menu-item-icon">7.1 </span><span class="menu-item-title">Feeding-line device at the breast or chest</span></a></li><li><a href="topic_7-2.html"><span class="menu-item-icon">7.2 </span><span class="menu-item-title">Cup feeding</span></a></li><li><a href="topic_7-3.html"><span class="menu-item-icon">7.3 </span><span class="menu-item-title">Finger Feeding</span></a></li></ol></li><li><a href="topic_8-0.html"><span class="menu-item-icon">8.0 </span><span class="menu-item-title">Closing session</span></a><hr></li><li class="appendix"><a href="references.html"><span class="menu-item-icon no-topic"><i aria-hidden="true" class="fa fa-book i-topic"></i></span><span class="menu-item-title">List of references</span></a></li><li class="appendix"><a href="contents.html"><span class="menu-item-icon no-topic"><i aria-hidden="true" class="fa fa-file-text-o i-topic"></i></span><span class="menu-item-title">Course contents</span></a></li><li class="appendix"><a href="full.html"><span class="menu-item-icon no-topic"><i aria-hidden="true" class="fa fa-print i-topic"></i></span><span class="menu-item-title">Print version</span></a></li></ol></nav><div id="content"><h1 id="top">2.2 Marketing - the role of the International Code</h1><blockquote> <div class="content-node"> <p>The evidence is strong. Formula milk marketing, not the product itself, disrupts informed decision-making and undermines breastfeeding and child health. All sectors of governments, including health, labour and trade, health professionals and their associations, investors and those with economic leverage should fulfil their responsibilities and exert their influence to insist on practices that prioritize children and families over commercial interests.</p> </div> </blockquote><section class="section" id="Products_covered_by_the_International_Code"><h2>Products covered by the International Code</h2> <div class="content-node"> <p> <span> <span> <span> <span> <span>Despite its importance, the International Code is often misunderstood by the public, health care workers, and even policymakers. The Code concerns itself with the protection of all infants, by eliminating inappropriate commercial influences and requiring high-quality, appropriate products that are labelled for safer use by the consumer. It protects the public and the health care workers. </span> </span> </span> </span> </span> </p> </div> <div class="content-node"> <p><strong>Products covered by the Code:</strong><br>
• breastmilk substitutes, including infant formula<br>
• other milk products, foods (cereals), and beverages (teas and juices for babies), when marketed or otherwise represented to be suitable for use as a partial or total replacement of human milk up to 36 months of age.<br>
• feeding bottles and teats/artificial nipples, as well as pacifiers ("dummies")</p> <p><em>The Code remains as relevant today as it was 40 years ago. In recent years, some marketers of baby foods exploited the COVID-19 pandemic to promote their products by invoking unfounded fears that breastfeeding could transmit COVID-19. WHO and UNICEF guidance is clear: mothers suspected or known to have COVID-19 should continue breastfeeding</em>.</p> </div> <div class="captionBox"><img width="674" height="497" data-src="images/Code_violations.jpg" src="//static.health-e-learning.com/jigsaw/design/lazy_image.gif" alt="Note the Code violations"><p>Note the Code violations. <br>&copy; Health e-Learning-IIHL</p></div> <section class="section" id="Code_Violations"><h3>Code Violations</h3> <div class="content-node"> <p>In the images above can you find the Code violations? Look below and you will see.</p> </div> </section> <div class="captionBox"><img width="674" height="497" data-src="images/Code_violations-shown.jpg" src="//static.health-e-learning.com/jigsaw/design/lazy_image.gif" alt=""><p> <br>&copy; Health e-Learning-IIHL</p></div> </section><div class="box"><div class="box-title"><h3>Key provisions related to the Code</h3></div> <div class="captionBox"><img width="484" height="626" data-src="images/keyprovision.png" src="//static.health-e-learning.com/jigsaw/design/lazy_image.gif" alt="Key provisions related to The Code"><p>Key provisions related to The Code. <br>&copy; Health e-Learning-IIHL</p></div> </div><div class="captionBox videobox"><div class="youtube" data-embed="zC15OXDPCrk"><div class="play-button"></div></div><p>David Clark discusses the Code and its importance. <br>&copy; Alive and Thrive</p></div><button class="showSection">Show/hide the transcript</button><div class="transcript" style="display: none"> <div class="content-node"></div> </div><section class="section" id=""> <div class="content-node"> <p> <span>Products covered by the Code must have accurate, clear labelling for use and preparation, without any idealizing imagery or health claims. They must also indicate that breastfeeding is the ideal way to feed an infant.</span> </p> </div> <section class="section" id=""> <div class="captionBox"><img width="355" height="301" data-src="images/2-2_Code_Comp-toddlermilk.jpg" src="//static.health-e-learning.com/jigsaw/design/lazy_image.gif" alt="Country with Code labels in law"><p>Country with Code labels in law. <br>&copy; Health e-Learning-IIHL</p></div> <div class="captionBox"><img width="550" height="350" data-src="images/2-5-formula-corrected.jpg" src="//static.health-e-learning.com/jigsaw/design/lazy_image.gif" alt="Country without Code labels in law"><p>Country without Code labels in law. <br>&copy; Health e-Learning-IIHL</p></div> <div class="content-node"> <p> <span>Within health facilities, there should be no distribution of product samples or marketing materials distributed to staff or the public. Necessary products purchased for use within the facility must be purchased at market prices, with donations strictly prohibited.</span> </p> </div> </section> <div class="box"><div class="box-title"><h3>Case Study</h3></div> <div class="content-node"> <p>A colleague tells you that the local formula sales rep has a solution for your prenatal breastfeeding class: he has dropped off branded backpacks for each family that include coupons and very helpful information leaflets. Such a gift would likely much improve attendance at your classes. What would you do?</p> <p>Consider:</p> <ul> <li>What impact could these gifts have on your students?</li> <li>What impact could accepting these gifts have on you as a health worker?</li> <li>What policies might apply to this situation?</li> <li>Where could you go for more guidance?</li> </ul> </div> </div> <section class="section" id="Health_care_workers_and_the_Code"><h3>Health care workers and the Code</h3> <div class="content-node"> <p>Health care workers as individuals also have responsibilities under the Code, which include ensuring that parents receive accurate, evidence-based information about breastfeeding and that parents who are breastfeeding receive individual instruction on the use of infant formula and bottles as well as avoiding any conflicts of interest with companies that are covered by the Code.</p> </div> </section> <section class="section" id="Marketing_is_NOT_education"><h3>Marketing is NOT education</h3> <div class="content-node"> <p>Manufacturers and distributors of products covered by the Code should not provide or sponsor education or training to health care providers or the public.</p> </div> <div class="captionBox"><img width="1269" height="606" data-src="images/Abbott_HCP_education_2022.jpg" src="//static.health-e-learning.com/jigsaw/design/lazy_image.gif" alt="This is a Conflict of Interest!!!"><p>This is a Conflict of Interest!!!</p></div> </section> <div class="box"><div class="box-title"><h3>Did you know…?</h3></div> <div class="content-node"> <p> <span>The value of a gift has little impact on whether it influences the recipient. In fact, some research shows that gifts with a low value, such as pens or chocolates, are more effective at influencing future behaviour than high-value gifts. <strong>Gifts </strong>from manufacturers and distributors are</span> <strong> always </strong> <span>marketing and</span> <strong> always create</strong> <span><strong>conflicts of interest</strong> when given to health care providers.</span> </p> </div> </div> <section class="section" id=""> <div class="content-node"> <p> <span>Identify three ways in which the parent entering this room might be harmed because the facility and/or health care provider are not following the Code.</span> </p> </div> <div class="captionBox"><img width="670" height="406" data-src="images/STEP2-Module2-clinicimages.png" src="//static.health-e-learning.com/jigsaw/design/lazy_image.gif" alt=""><p> <br>&copy; Michelle Pensa Branco</p></div> </section> <section class="section" id=""> <div class="content-node"> <p> <span>Health care facilities and individual health care providers have a responsibility to protect the patients that they serve and avoid conflicts of interests that may unduly influence or undermine patient trust in them.</span> </p> </div> </section> <div class="box"><div class="box-title"><img src="//static.health-e-learning.com/jigsaw/design/tip.png" class="icon" alt=""><h3>Tip</h3></div> <div class="content-node"> <p> <span>Ensure that there is a staff member assigned to regularly 'audit' both patient and staff areas for prohibited materials (ie: company coupons, branded resources, product samples) and positive images of breastfeeding and healthy IYCF practices.</span> </p> </div> </div> <section class="section" id=""> <div class="content-node"> <p> <span>Professional and voluntary service organizations should also have specific policies to protect their members and the public from undue influence.</span> </p> </div> </section> <div class="box"><div class="box-title"><h3>Case Study</h3></div> <div class="content-node"> <p> <span>You are a pediatrician. You receive a mailing at your office from your national pediatric association. Inside is this flyer.</span> </p> </div> <div class="captionBox"><img width="1182" height="788" data-src="images/Fancy_invitation_stars_-_Image_adapted_from_pexels-karolina-grabowska-4386478.jpg" src="//static.health-e-learning.com/jigsaw/design/lazy_image.gif" alt=""><p> <br>&copy; Health e-Learning-IIHL</p></div> <div class="content-node"></div> <div class="content-node"> <ul> <li>Is this kind of contact permissible under the Code?</li> <li>How could this event influence the care and trust of patients?</li> <li>What steps could you take?</li> </ul> </div> </div> <div class="box"><div class="box-title"><img src="//static.health-e-learning.com/jigsaw/design/remember.png" class="icon" alt=""><h3>What should I remember?</h3></div> <div class="content-node"> <ul> <li>The Code is an international document that is implemented through national, local, and organizational regulations and policies: it includes the provisions of the 1981 WHA resolutions and subsequent relevant WHA resolutions.</li> <li>The Code applies to marketing, broadly defined: it does not prevent the manufacture or sale of products.</li> <li>Which products are covered and what your responsibilities are as a healthcare worker or administrator.</li> <li>Failing to meet your obligations as a health care provider can harm the families you are caring for.</li> </ul> </div> </div> </section><section class="section" id="If_you_would_like_to_know_more_about_Code_Monitoring_optional_"><h2>If you would like to know more about Code Monitoring (optional)</h2> <div class="content-node"> <ul> <li> <img alt="PDF" src="//static.health-e-learning.com/jigsaw/design/page_white_acrobat.png"><a href="http://www.babymilkaction.org/wp-content/uploads/2021/04/2019-CMK-Final.pdf">CODE MONITORING KIT Revised and updated 2019</a> </li> <li> <img alt="External" src="//static.health-e-learning.com/jigsaw/design/external.gif"><a href="https://www.globalbreastfeedingcollective.org/netcode" title="External link" target="_blank">NetCode</a> </li> <li> <img alt="PDF" src="//static.health-e-learning.com/jigsaw/design/page_white_acrobat.png"><a href="https://apps.who.int/iris/bitstream/handle/10665/259441/9789241513180-eng.pdf">NetCode toolkit. Monitoring the marketing of breast-milk substitutes: protocol for ongoing monitoring systems.</a> </li> </ul> </div> </section><div id="footer"><a href="topic_2-1.html" rel="prev" class="prev">&laquo; Prev</a><a href="topic_3-0.html" rel="next" class="next">Next &raquo;</a><br style="clear: both"><div class="floating-menu"><button class="theme-toggle" title="Toggle colors (dark or light)"><i class="fa fa-moon-o"></i></button><button class="gotoTop" title="Back to top"><i class="fa fa-chevron-up"></i></button></div><a href="javascript:%20window.print()" id="printLink">Print this page</a><span class="noPrint"> | </span>&copy; 2022 Health e-Learning<p class="printOnly">COPYRIGHT: You are permitted to print ONE (1) copy for your personal use only. No graphics, tables, quizzes, videos, etc, may be used in any form without express written consent. Author: ["Carole Dobrich"]</p><p class="dateUpdated">Updated on Wed, 12 Oct 2022 23:23:12 +0000</p></div></div></body></html>
