Excited to be here for the Global Breastfeeding Collective 40th Anniversary of the WHO International Code Celebration #BMSCode #BabiesBeforeProfits
van Tulleken: Welcomes us to the GBC 40th Anniversary Celebration #BMSCode #BabiesBeforeProfits
van Tulleken: Sends digital love to everyone #BMSCode40 #BabiesBeforeProfits
Presenter: UNICEF Exec Dir Henrietta Fore opening remarks #BMSCode40 #BabiesBeforeProfits
Fore: Celebrating the genius of the Code in protecting and supporting breastfeeding #BMSCode40 #BabiesBeforeProfits
Fore: The BMS Code was instigated in response to unethical marketing that was harming the health of infants #BMSCode40 #BabiesBeforeProfits
Fore: Since the adoption of the Code a majority of countries have implemented at least some aspects of the Code #BMSCode40 #BabiesBeforeProfits
Fore: Still more work to do, including the undermining of breastfeeding because of the fear of COVID-19. Mothers should breastfeed if they have COVID-19 #BMSCode40 #BabiesBeforeProfits
Fore: India shows a good example of how to implement the Code #BMSCode40 #BabiesBeforeProfits
Fore: Urges health workers to work to support the Code and the Global Strategy for Infant and Young Child Feeding #BMSCode40 #BabiesBeforeProfits
Presenter: WHO Director General Dr Tedros opening remarks #BMSCode40 #BabiesBeforeProfits
Tedros: The Code remains as important now as it was in 1981 #BMSCode40 #BabiesBeforeProfits
Tedros: The baby food industry continues to use the same strategies as they did in the 1970s but now they also use electronic means putting the health of mothers and children at risk #BMSCode40 #BabiesBeforeProfits
Tedros: 58 countries still have no measures of the Code in place #BMSCode40 #BabiesBeforeProfits
Tedros: No matter where they are born all children should have the healthiest start to life #BMSCode40 #BabiesBeforeProfits
Next: David Clark moderates a discussion of enactment of the Code in the UK, Kenya, the Philippines, and Turkmenistan #BMSCode40 #BabiesBeforeProfits
Alison Thewliss UK, Veronica Kirogo Kenya, Dr Maria Rosario Singh-Vergeire the Philippines, Dr Gulyaram Jorayeva Turkmenistan #BMSCode40 #BabiesBeforeProfits
Clark: Hearing from countries that have been working hard to implement the Code #BMSCode40 #BabiesBeforeProfits
Clark: Asks Alison Thewliss how do you get policy makers to understand this is important #BMSCode40 #BabiesBeforeProfits
Thewliss: Used evidence from what they'd heard from parents how they'd been exposed to marketing and how marketing had been put forward to them as information #BMSCode40 #BabiesBeforeProfits
Thewliss: Put forward a Bill to bring the discussion forward. Bill was not passed but started the conversation #BMSCode40 #BabiesBeforeProfits
Thewliss: Brexit and leaving the EU has provided an opportunity to look at instituting the Code anew #BMSCode40 #BabiesBeforeProfits
Clark: Recognise don't give up, if knocked back try again, try another way and take advantage of opportunities #BMSCode40 #BabiesBeforeProfits
Clark: Introduces Veronica Kirogo Kenya #BMSCode40 #BabiesBeforeProfits
Clark: Recognises that it took many years for Kenya to get legislation through, asks what issues might be encountered in getting legislation through #BMSCode40 #BabiesBeforeProfits
Kirogo: Kenya made great success in increasing exclusive breastfeeding rates, largely because of the Code #BMSCode40 #BabiesBeforeProfits
Kirogo: Had to work against many different groups who wanted the status quo to be maintained in getting legislation through #BMSCode40 #BabiesBeforeProfits
Kirogo: Must have everyone around the table to discuss the need for the Code. Kenya had a series of high level meetings #BMSCode40 #BabiesBeforeProfits
Kirogo: Legislation was drafted, took until 2012 to get passed in parliament. There was intense debate and media coverage #BMSCode40 #BabiesBeforeProfits
Kirogo: Implementation of the Act has occurred since then. Has needed ongoing monitoring. Still meeting with parliamentarians to discuss and to insist the need to support the rights of children #BMSCode40 #BabiesBeforeProfits
Clark: The Code is all about ensuring the rights of children and mothers. There must be ongoing work to insist that children are protected through the Code. #BMSCode40 #BabiesBeforeProfits
Clark: Introduces Dr Maria Rosario Singh-Vergeire the Philippines #BMSCode40 #BabiesBeforeProfits
Clark: The Philippines was an early adopter of the Code but has continued to strengthen the regulations. Phillipines fought against the BMS industry in 2006 as the sought to prevent strengthening of the Milk Code #BMSCode40 #BabiesBeforeProfits
Singh-Vergeire: Challenge in the Philippines with a decentralised system. Need to keep raising awareness. Natural disasters are common and industry tries to take advantage including in the pandemic #BMSCode40 #BabiesBeforeProfits
Singh-Vergeire: Big challenge in that the sales of BMS are increasing in the Philippines despite the legislation of the Code #BMSCode40 #BabiesBeforeProfits
Clark: Emphasise the importance of industry not being a part of policy development in the Philippines is a good thing #BMSCode40 #BabiesBeforeProfits
Clark: Emphasise the importance of industry not being able to take advantage of emergencies like COVID-19 #BMSCode40 #BabiesBeforeProfits
Clark: Introduces Dr Gulyaram Jorayeva Turkmenistan #BMSCode40 #BabiesBeforeProfits
Clark: Asks about the Code from the global perspective and why is this important in order to assist national efforts #BMSCode40 #BabiesBeforeProfits
Jorayeva: In 2000 exclusive breastfeeding was 5%, in 2019 breastfeeding rates were 50%. The Code contributed to this significantly #BMSCode40 #BabiesBeforeProfits
Sorry for the difficulty in tweeting Dr Jorayeva's presentation, I had difficulty with the translation
Clark: Lets make sure the Code continues on #BMSCode40 #BabiesBeforeProfits
Next: IBFAN Video Historical perspectives of the Code
Dr Cicely Williams in WW2 spoke "Milk and Murder" how marketing was killing babies #BMSCode40 #BabiesBeforeProfits
Others followed saying similar #BMSCode40 #BabiesBeforeProfits
"Baby Killer" Brochure from the War on Want raised awareness. Swiss activists were sured for publishing it as "Nestle Kills Babies" #BMSCode40 #BabiesBeforeProfits
Civil society activists advocated with US Senator Ted Kennedy, WHO was asked to do something about marketing #BMSCode40 #BabiesBeforeProfits
WHO International Code was adopted by the World Health Assembly on 21 May 1981 #BMSCode40 #BabiesBeforeProfits
IBFAN was created to ensure the Code was adopted. ICDC trained people in monitoring and why monitoring mattered #BMSCode40 #BabiesBeforeProfits
IBFAN has concentrated on ensuring governments know what they need to do #BMSCode40 #BabiesBeforeProfits
Conflicts of interests hamper effective implementation #BMSCode40 #BabiesBeforeProfits
Raising awareness of conflicts of interest is IBFAN's priority #BMSCode40 #BabiesBeforeProfits
Presenter: Chee Yoke Ling, Breastfeeding, first food systems and corporate power #BMSCode40 #BabiesBeforeProfits
Ling: Human right to food #BMSCode40 #BabiesBeforeProfits
Ling: Food must be adequate- satisfy, in quantity and quality, in social, cultural, economic, climatic and ecological contexts and be sustainable #BMSCode40 #BabiesBeforeProfits
Ling: First food systems the missing link- breastfeeding has been overlooked #BMSCode40 #BabiesBeforeProfits
Ling: Breastfeeding: “nature’s perfect food system” #BMSCode40 #BabiesBeforeProfits
Ling: Code: rights of children to breastfeeding and women the right to supportive policy, law and measure to be able to breastfeed #BMSCode40 #BabiesBeforeProfits
Ling: Code the culmination of years of evidence, mobilisation of consumer rights, public health and scientists #BMSCode40 #BabiesBeforeProfits
Ling: Voluntary codes of conduct are weak #BMSCode40 #BabiesBeforeProfits
Ling: Globalisation and deregulation means more corporate rights and marketing on digital platforms has free reign #BMSCode40 #BabiesBeforeProfits
Ling: Free trade agreements and possibility of companies taking governments to court for loss of profits where regulation is enforced...but there is a push back. There should be rights for people but not corporations #BMSCode40 #BabiesBeforeProfits
Ling: Top 5 BMS companies Nestle, Danone, Abbor, RB/MJ, Friesland- Nestle and Danone growing in power. Multibillion dollar companies. Immense income means immense marketing investment and immense power #BMSCode40 #BabiesBeforeProfits
Ling: As the public contribution to the UN system has decreased, UN has been driven to public-private partnerships creating incredible conflicts of interest. Corporate capture by industry must not happen at the UN level. #BMSCode40 #BabiesBeforeProfits
Ling: Voluntary codes and self regulation cannot work for public health #BMSCode40 #BabiesBeforeProfits
Ling: Without translation of the Code into law breastfeeding is undermines, infant and child nutrition is compromised and there is a public health failure #BMSCode40 #BabiesBeforeProfits
Ling: UN Foods Systems Summit has a partnership with the World Economic Forum. Stakeholder capitalism is something that we cannot have. This partnership risks undue influence over global food and agriculture policies #BMSCode40 #BabiesBeforeProfits
Ling: Must have First Food Systems included in the UN Food Systems Summit #BMSCode40 #BabiesBeforeProfits
Next: Save the Children Video BMS Code at 40 #BMSCode40 #BabiesBeforeProfits
Sales of milk formulas are growing at 8x the rate of the world's population #BMSCode40 #BabiesBeforeProfits
***Emotive music*** The Code!! #BMSCode40 #BabiesBeforeProfits
Hidden camera, health workers saying that the work together with the companies #BMSCode40 #BabiesBeforeProfits
Protect babies, Support the Code #BMSCode40 #BabiesBeforeProfits
Next presenter: Gerard Hastings, Selling second best: How marketing works #BMSCode40 #BabiesBeforeProfits
Hastings: Companies work only for their shareholders: They are irresponsible, manipulative, superficial, lacking empathy, asocial tendencies, refusing responsibilities, no remorse #BMSCode40 #BabiesBeforeProfits
Hastings: Charm school for formula marketers- how it works #BMSCode40 #BabiesBeforeProfits
Hastings: Step 1: Get to know your customers #BMSCode40 #BabiesBeforeProfits
Hastings: Step 2: Meet their needs: Support and reassurance (Baby clubs) #BMSCode40 #BabiesBeforeProfits
Hastings: 3. Bespoke offer: segmentation and targeting (different products for different mothers with different hopes and needs makes marketing more powerful) #BMSCode40 #BabiesBeforeProfits
Hastings: Step 4. Digital power: access, aps and data (identify pregnant women- "first time mothers are the holy grail") #BMSCode40 #BabiesBeforeProfits
Hastings: Brand: Motherhood and a code breaker in a box- the brand families 1, 2,3 4 as children grow #BMSCode40 #BabiesBeforeProfits
Hastings: Cleverness of marketing focuses on infant feeding as just another consumer choice #BMSCode40 #BabiesBeforeProfits
Hastings: Charm school: How could someone so charming possibly be sending a second rate product? We need to succeed in removing their marketing but also in supporting mothers #BMSCode40 #BabiesBeforeProfits
Hastings: We need to make a village where breastfeeding is the norm #BMSCode40 #BabiesBeforeProfits
Next presenter: Sonia Hernandez, Exposure to and impact of baby food marketing across the globe #BMSCode40 #BabiesBeforeProfits
Hernandez: Formula marketing undermines breastfeeding recommendations resulting in infant deaths #BMSCode40 #BabiesBeforeProfits
Hernandez: Research looked at the current marketing landscape at across countries #BMSCode40 #BabiesBeforeProfits
Hernandez: Research in Bangladesh, China, Mexico, Morroco and some other countries #BMSCode40 #BabiesBeforeProfits
Hernandez: Pregnant women and mothers are highly exposed to marketing from different sources, across multiple platforms, on and offline channels, health professionals, and promotional activities. #BMSCode40 #BabiesBeforeProfits
Hernandez: Marketing themes: Ubiquity, multiple product options, trust and interpersonal connections, pain points, science, aspirational and emotional appeals #BMSCode40 #BabiesBeforeProfits
Hernandez: Despite legislation, marketing of infant formula still occurs. Shows the importance of the Code (implementation and reinforcement) to protect women's ability to make infant feeding decisions free of commercial influence #BMSCode40 #BabiesBeforeProfits
Video: a word from mothers from ILCA #BMSCode40 #BabiesBeforeProfits
Many mothers from around the world sharing about their experience of BMS marketing #BMSCode40 #BabiesBeforeProfits
Doctors and hospitals giving formula samples #BMSCode40 #BabiesBeforeProfits
New mothers getting telephone calls from marketers #BMSCode40 #BabiesBeforeProfits
Receiving samples with information saying it is a healthy alternative #BMSCode40 #BabiesBeforeProfits
Given a tin of infant formula at hospital, milk is gone, economic situation is poor #BMSCode40 #BabiesBeforeProfits
Women are asking for freedom from marketing #BMSCode40 #BabiesBeforeProfits
When mothers were protected from marketing health facilities supported breastfeeding #BMSCode40 #BabiesBeforeProfits
And lovely footage of a beautiful baby boy! #BMSCode40 #BabiesBeforeProfits
And mothers supported to relactate #BMSCode40 #BabiesBeforeProfits
A mother says breastfeeding is important to the mother and the baby #BMSCode40 #BabiesBeforeProfits
Next presenter: Nigel Rollins, Protecting mothers and infants from the marketing of breastmilk substitutes: the way forward #BMSCode40 #BabiesBeforeProfits
Rollins: ‘’The purpose of marketing is not to sell more product, it’s to own the market’’ #BMSCode40 #BabiesBeforeProfits
Rollins: All of government is targeted by the BMS industry #BMSCode40 #BabiesBeforeProfits
Rollins: All of government response is needed to BMS marketing #BMSCode40 #BabiesBeforeProfits
Rollins: Maternity protection, Trading standards, Health system support for breastfeeding, Personal data rights and protection. Enact, Invest and Enforce the Code! #BMSCode40 #BabiesBeforeProfits
Rollins: Health workers active support for breastfeeding, evidence-based advice, avoid conflicts of interest (individually, decline industry sponsorship), support policy development free of COI. #BMSCode40 #BabiesBeforeProfits
Rollins: Civil societies and communities must have informed and coordinated responses. #BMSCode40 #BabiesBeforeProfits
Rollins: Differentiate between BMS as a commodity vs marketing of BMS. #BMSCode40 #BabiesBeforeProfits
Rollins: This matters BMS marketing- powerful system of influence vs children’s lifelong health and women’s rights and health #BMSCode40 #BabiesBeforeProfits
Dr Christoffer van Tulleken: Summary and Close #BMSCode40 #BabiesBeforeProfits Close
van Tulleken: Infant feeding is a fraught area emotionally. The Code side steps this and just addresses the marketing. It is brilliant. #BMSCode40 #BabiesBeforeProfits
van Tulleken: The Code is at risk of predation. We must look after it and evolve alongside industry. #BMSCode40 #BabiesBeforeProfits
van Tulleken: The work must continue. We MUST abide by the Code ourselves- in the spirit and the letter. If we take *any* money we are acting as "reputational laundromats" #BMSCode40 #BabiesBeforeProfits
Anniversary of the WHO International Code Celebration Ends! #BMSCode40 #BabiesBeforeProfits
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