The NZIFMA voluntary Code of Marketing Practice applies to the marketing of infant formula products suitable for infants up to the age of six months.
The companies represented on the New Zealand Infant Formula Marketers Association (NZIFMA) in consultation with the Ministry of Health have agreed that the following key principles will apply for the marketing of infant formula.
NZIFMA and its member companies encourage and support breastfeeding as the best choice for babies.
NZIFMA companies should not advertise infant formula products directly to consumers.
NZIFMA companies should not use pictures or text, which may idealise the use of breast-milk substitutes in comparison to breastfeeding.
NZIFMA companies should not initiate either direct or indirect contact with pregnant mothers or family members to promote infant formula.
Infant formula product samples may only be provided within the health sector to pregnant women, mothers of infants, their families and infant caregivers.
All infant formula educational and informational material prepared by NZIFMA companies and circulated through the health sector should be in accordance with the letter and the spirit of the NZIFMA Code of Practice.
NZIFMA companies should not give financial or material incentives to health professional for the purpose of promoting infant formula
Infant formula product and usage information published by or under the local control of NZIFMA companies through the electronic media, and accessible to consumers as well as health practitioners, should also be in accordance with the letter and the spirit of the NZIFMA Code of Practice.
NZIFMA will inform retailers of the provisions of the NZIFMA Code of Practice. Retailer advertisements and the in-store promotion of infant formula products should be limited to product names, price and price savings.
Note: Follow-on formula, for infants over six months of age, is excluded from the provisions of the NZIFMA Code of Practice. Follow-on formula, which is marketed in New Zealand as an alternative to cows’ milk, is not suitable for infants under the age of six months.