Here's a draft letter I have permission to share, with a few comments by the writer, Karen Fediuk.
Please share the revised letter that I have just sent to you. As you will see....ultimately the code holds manufacturers and distributors responsible. Blockbusters is acting in a questionnable manner by participating in this violation.
karen fediuk
I realized that I needed to change the letter slightly. It is Blockbuster's who is acting in a complicit manner in supporting Nestle's violation. So the letter should go to both Nestle and Blockbusters, asking Nestle to stop violating the code, and Blockbuster's not to support Nestle. Any idea if the 2 are connected in the corporate structure?
Blockbusters contributes to the Children's Miracle Network. They might not be enthused about this. so I would consider ccing them on any letters.
Children's Miracle Network
4220 Steeles Ave. West # C18
Woodbridge, Ontario
L4L 3S8
Nestle Corporation
25 Sheppard Avenue West
North York, Ontario
M2N 6S8
Blockbusters Corporation
401 The West Mall,
Suite 1100
Toronto ON M9C 5J5
Fax: 416.621.1976
January 5, 2007
Dear Nestle and Blockbusters,
I have become aware of your recent promotion in which Blockbuster’s is advertising to expectant and new mothers that they can receive a free rental of videos with the purchase of Nestle Good Start with omega 3's.
The World Health Organization’s International Code of Marketing of Breast-milk Substitutes and relevant World Health Assembly Resolutions prohibits the advertising and use of any promotion devices to the general public that may promote the use of breastmilk substitutes or bottle feeding. Endorsed by the Government of Canada, the Code holds manufacturers and distributors of infant formulas and baby foods responsible for abiding by its provisions. Specifically, the following articles (5.1-5.4) outline clearly that Nestle is violating the International Code of Marketing of Breast Milk Substitutes and Blockbusters is acting in a complicit manner.
*“5.1 There should be no advertising or other form of promotion to the general public of products within the scope of this Code.*
*5.2 Manufacturers and distributors should not provide, directly or indirectly, to pregnant women, mothers or members of their families, samples of products within the scope of this Code.*
*5.3 In conformity with paragraphs 1 and 2 of this Article, there should be no point-of-sale advertising, giving of samples, or any other promotion device to induce sales directly to the consumer at the retail level, such as special displays, discount coupons, premiums, special sales, loss leaders and tie-in sales, for products within the scope of this Code. This provision should not restrict the establishment of pricing policies and practices intended to provide products at lower prices on a long-term basis.*
*5.4 Manufacturers and distributors should not distribute to pregnant women or mothers of infants and young children any gifts of articles or utensils which may promote the use of breastmilk substitutes or bottle
feeding.”*
The aim of the International Code is to remove commercial pressure to formula feed and to protect against the distribution of biased information to pregnant women and new mothers. This is not a trivial issue of maternal choice. Formula fed babies are at increased risk of childhood cancer, asthma, ear and respiratory infections, allergies, diabetes and gastrointestinal infections. Formula fed babies also score lower on intelligence and vocabulary tests than their breastfed counterparts. As formula fed babies grow into adults, they are at greater risk for cardiovascular disease and obesity. For the mother, not breastfeeding means higher risk of breast, ovarian and other cancers. It is because of these health risks as well as the increased risk of death during the postneonatal period (a recent study notes 21 per cent higher postneonatal mortality for formula fed infants in the US) that compliance to the International Code is important.
I hope in reading this letter, Blockbusters will move to cease using Nestle products in the promotion of their products. This action is very questionable. I would like to know what benefit Blockbuster’s receives from providing free video rentals in this promotion.
*“Independent of any other measures taken for implementation of this Code, manufacturers and distributors of products within the scope of this Code should regard themselves as responsible for monitoring their marketing practices according to the principles and aims of this Code, and for taking steps to ensure that their conduct at every level conforms to them.” (Article 11.3)*
If your facilities continue to disregard the International Code, I will not encourage the support of your business.
: Another reason to hate Blockbuster!
