Beginning in 1977 in the United States and in 1979 internationally, Nestle S.A., a multinational corporation, became the target of a major boycott. Criticism of the company's activities focused on its attempts to influence health professionals in Third World countries to recommend the company's infant formula to mothers, and on the allegedly biased nature of the company's educational materials and product information on infant feeding. In 1981, the company accepted the International Code of Marketing of Breast-milk Substitutes, which was passed by the World Health Assembly that same year ,(1). However, the international committee that organized the boycott contended that the company was not complying with four specific areas of the code, and insisted that the boycott would not be lifted until the company complied fully with the recommendations made by the World Health Organization (WHO). Among other stipulations, the committee called for the company to change its product labels and educational materials regarding the benefits, use, and preparation of infant formula. In the Joint Statement of Understanding signed in January 1984 by the company and the boycott committee, the company agreed to seek advice from health communication c.onsultants to revise its labels and educational materials, and to consult with representatives of the boycott committee, WHO, and the United Nations Children's Fund (UNICEF) on its progress in the four areas of contention. To fulfill its pledge to seek advice from health communication consultants, the company contracted with our organization, a U.S.-based, international private nonprofit organization (Note 1), to assist it in revising its infant-formula labels and educational materials on breastfeeding. This case study outlines a successful approach to implementing parts of the international code (Note 2). It also is an example of cooperation between private industry and the international development community to foster socially responsible marketing of infant formula. Other companies may find that this approach can help make their information conform to the code.
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