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Breaking the Rules, Stretching the Rules 2010: Evidence of Violations of the International Code of Marketing of Breast Milk Substitutes and Subsequent Resolutions
Ibfan Sdn Bhd, June 2010, Pages: 208
Breaking the Rules, Stretching the Rules 2010: Evidence of Violations of the International Code of Marketing of Breast Milk Substitutes and Subsequent Resolutions
This 208-page report from the International Code Documentation Centre (ICDC) details the latest marketing strategies used by baby feeding companies. It shows how breastfeeding still faces multi-million dollar competition from baby feeding companies using new ways and old tried ones to promote their products.
The yardstick used to monitor company practices and to measure compliance by all companies in all countries is the International Code of Marketing of Breastmilk Substitutes and subsequent World Health Assembly resolutions (the Code).
The report, a collation of evidence provided by independent monitors from over 46 countries, exposes violations of the Code over a three year period from end 2007 to end 2010.
The hardcopy of BTR 2010 is divided into individual company chapters, listed in alphabetical order and divided into two major parts: baby foods and feeding bottles and teats. Within each company chapter, violations are listed by theme and then by country. The electronic version of the entire BTR 2010 is also available as are the electronic versions of the individual companies.
BTR 2010 is useful for manufacturers and distributors of baby feeding products. Companies can find out how they are faring in Code compliance and what their competitors are up to where marketing of baby feeding products are concerned. BTR 2010 is also useful for investors and researchers doing independent investment research into the social and ethical performance of companies. Policy makers of international agencies who need to deal with businesses in the course of their work will also find this report useful.
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