China officials are considering banning advertisements of infant formula in order to encourage mothers to breastfeed more, China's official news agency Xinhua said Monday. The plan could potentially hurt large companies that see a potential in the growing $18 billion market.
"Dairy products, drinks and other food advertisements that claim to partly or completely substitute mother's milk shall be banned from mass media or public venues," as written in the draft submitted to the National People's Congress. The legislation also proposed a 1 million yuan fine ($16,1347) for violators, which covers advertisers, clients, agents and publisher. The amendments should form part of its Advertisement Law and congress is currently reviewing this.
Only about a third of China's babies are solely breastfed, according to the same report from Xinhua, and the number is continually dropping. On the other hand, an influx of infant formula in the market is expected to grow as imports from dairy firms like Mead Johnson Nutrition and Danone continue. In fact, the Farmers Journal reports that 30 percent of the dairy exports from Ireland to Asia are all for China alone.
Currently, the rate of Chinese babies receiving breast milk is pegged at 28 percent. China and its officials are pushing to raise the breastfeeding rate to at least 50 percent in five years. The government is asking businesses to set up dedicated rooms so mothers will be able to breastfeed their babies in public establishments.
Meanwhile, the Chinese government is tightening its measures against dairy firms for quality checks and corporate malpractice. This comes after price fixing and other unusual marketing practices to promote their product were discovered in 2013.
