Regulatory bodies in China are slating plans to ban on advertisement for infant milk in a bid to counter the low incidence of breast feeding. The information was revealed by officials of Xinhua news agency. The news came as a nightmare turned true for firms who are keen to capitalize on the US$18 billion lucrative market of China. The drafts will essentially ban advertisement either to be broadcasted via electronic or online media or to be put up for a display in public places. The category of products to be encompassed within the ban is dairy products that claim to act partially or completely as a substitute for mother’s milk, as revealed by the sources of Xinhua.
According to reports almost third of babies in China are breast fed and the number is plummeting sharply despite continuous efforts by health bodies worldwide encouraging the practice of breastfeeding babies under the age of six months. Meanwhile, the market for infant formula in China is poised to grow to over US$30 billion by the end of 2017. This data has been revealed by the consultancy named Euromonitor. It is no surprise that the country has emerged as one of the most lucrative market for leading companies such as Mead Johnson Nutrition Co, Danone SA, and dairy exporter based in New Zealand, Fonterra Co-Operative Group Ltd.
Recently, China has engaged in the practice of cracking down corporate malpractices and ascertaining the quality of products available in their market. Over the last couple of years, the country has been imposing fines on most of the global milk powder makers so that they can revise their prices. In fact in 2013, many such firms were also probed for inducing doctors in order to promote their sales.
As reported by the State Council of China, the country’s cabinet has engaged in the drive to raise the breast feeding rate in the country to 50% by the end of 2020.