Breastfeeding statements

The WHO recommends exclusive breastfeeding for the first 6 months of life and continued breastfeeding for up to 2 years and beyond alongside the introduction of complementary foods. Products should not undermine this important public health message.

Products must comply with the following 6 statements, otherwise it will fail this component of the NPPM.

1. No cross-promotions are permitted between products that function as breastmilk substitute and commercially available complementary foods marketed as suitable for infants and young children > 6 months
2. All products must include a statement on the importance of continued breastfeeding for up to two years or beyond and the importance of not introducing complementary feeding before 6 months of age
3. No products should include any image, text or other representation that is likely to undermine or discourage breastfeeding, that makes a comparison to breastmilk, or that suggests that the product is nearly equivalent or superior to breastmilk
4. All products must state the suitable age of introduction (≥ 6 months)
5. No products should include any image, text or other representation that might suggest use for infants under the age of 6 months (including references to milestones and stages)
6. No product should convey an endorsement or anything that may be construed as an endorsement by a professional or other body, unless this has been specifically approved by relevant national, regional, or international regulatory authorities.

Presence of breastfeeding statements:

• It is likely that MOST products will currently fail this criterion.
• Any product advertised as suitable under 6 months should be entered as ‘’Yes” (Breastfeeding statements are missing or inappropriate).
• For “No”, products must also EXPLICITLY include a statement on the importance of continued breastfeeding to 2 years in addition to not undermining breastfeeding.

Tip: check both the front of pack and back of pack for compliance with all breastfeeding statements.