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Breaking the Rules, Stretching the Rules 2004 MEAD JOHNSON<br />
� Enfapro is regularly advertised on TV in Hong Kong.<br />
� Clever cartoon ads in Malaysian newspapers entice<br />
the public to check out Mead Johnson’s website which<br />
promotes all the Mead Johnson products. It offers free<br />
samples on<br />
request.��<br />
� A Mead Johnson gift pack for new mothers in Malaysia<br />
contains a‘see-and-touch’ flipbook and promotes<br />
the range of Enfa products.<br />
� In Mexico a promotional letter inside a magazine says<br />
“in case you cannot breastfeed your baby for any reason,<br />
ask your paediatrician about Mead Johnson products<br />
that contain DHA and ARA”<br />
� Vietnam is one of the first countries to advertise the<br />
new Enfa range icon above shops and in the media.<br />
Promotion at point-of-sale<br />
� Also in China the company<br />
uses posters, shelftalkers,<br />
special displays<br />
and offers of gifts with<br />
purchases of its products.<br />
� Article 5.3 of the Code bans<br />
promotional devices at the retail<br />
level.<br />
� Discounts and special sales in<br />
Chinese shops promote<br />
Enfamil and Enfapro.�<br />
� In China the company mails<br />
promotional materials to<br />
mothers at home; shops also<br />
distribute such materials.<br />
<strong>IBFAN</strong> -- International Baby Food Action Network<br />
� Company promoters<br />
in China<br />
use leaflets to<br />
praise the benefits<br />
of Enfamil<br />
A+; they also<br />
announce childcare<br />
seminars sponsored by Mead Johnson.�<br />
� In the Dominican Republic, the company promotes<br />
Alacta, offers discounts in pharmacies and uses special<br />
displays to promote Enfamil.<br />
� Mead Johnson sponsors at least<br />
one neonatology announcement<br />
board. It says: “Courtesy of<br />
Mead Johnson, where good<br />
health is born”.�<br />
� Mead Johnson reps in Thailand<br />
give out samples of Enfapro to<br />
mothers in shops, hold special<br />
sales and offer discounts on<br />
Enfalac, Enfalac A+, Enfapro<br />
and EnfaMama.<br />
Promotion in health facilities<br />
� Article 6.2 bans the promotion of products within the health<br />
care system.<br />
� In Hong Kong, Enfamil displayed in health facilities,<br />
says that its DHA & ARA levels are similar to<br />
breastmilk, while information about Enfamil AR,<br />
Prosobee and O-Lac claim that their fatty acid content<br />
aids development of brain, eyes and nervous system.<br />
� In a Chinese hospital a Mead Johnson flyer offers a<br />
quiz program with prizes of toys or formula for the<br />
first 100 parents who answer questions about TV<br />
programmes correctly.<br />
� Mead Johnson cot tags were found in an Argentine<br />
health facility with the slogan“Mead Johnson – World<br />
leader in nutrition – is with your baby from birth”.<br />
� Article 7.3 provides that there should be no financial or<br />
material inducements to promote products.<br />
� Mead Johnson gives fridge magnets with a toll-free<br />
number to health workers at medical symposiums in<br />
Argentina.<br />
� Mead Johnson gives out growth charts, prescription<br />
pads, calendars and folders with the Enfamil and<br />
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