Infant Formula

Questionable Marketing

Critics of infant formula also claimed that mothers in developing countries were prejudiced toward choosing formula over breastmilk by a number of questionable marketing techniques. The most controversial technique was the use of “milk nurses” who were hired salesgirls dressed in white nurse-like uniforms whose only goal was to sell their employers' products.

Infant formula manufacturers were also harshly criticized for labeling their products with photos of fat, health Caucasian babies who conveyed the message that undernourished children in developing countries would become healthier by using the imported formula. Infant formula manufacturers also freely distributed samples of their products through hospitals, doctor's offices, and “milk nurses.” Critics were also opposed to the media blitz that included radio, television, and print advertising aimed at selling infant formula.

As the controversy over advertising infant formula in developing countries spread around the world, a flood of negative publicity resulted, including scientific reports, public statements, books, films, investigations, demonstrations, boycotts, congressional hearings, and international meetings. The climax came on May 21, 1981, when the World Health Assembly (WHA) passed the International Code of Marketing of Breast-Milk by a vote of 118 to 1. The only holdout was the United States because the Ronald Reagan administration argued that the Code restricted free trade. Senator Mark Hatfield (R-OR) accused the Reagan administration of being indifferent to the sanctity of human life, and two top officials of the U.S. Agency for International Development resigned in protest.

The World Health Organization (WHO) and UNICEF banded together to encourage mothers in developing countries to breastfeed their babies and lobbied governments in developing countries to adopt the WHA Code, which stipulated: “There shall be no advertising or other form or promotion in the general public of breast-feeding substitutes.” The WLO and UN often referred to the Central American country of Guatemala as the ideal model for illustrating the benefits of adopting the WHA Code because the infant mortality rate dropped drastically in Guatemala after the government implemented the Infant Formula Marketing Code. All manufacturers who imported infant formula or baby food to Guatemala agreed to remove baby pictures on their labels for children under two years of age except Gerber. Gerber refused to abide by the restrictions and threatened to challenge Guatemala's adoption of the Code through the World Trade Organization, which would have placed an unfair financial burden on the country. In 1995, the Guatemalan Supreme Court exempted imported baby food from Guatemala's strict infant health laws.

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