Manila, October 10, 2007 – After its initial reading, the UnitedNations Children’s Fund (UNICEF) Philippines is delighted withyesterday’s Supreme Court decision to lift the temporary restrainingorder on the Revised Implementing Rules and Regulations (RIRR) of theNational Milk Code (EO51). UNICEF believes the ruling is a significantvictory for infant, young child and maternal health in the Philippines.

Withthis ruling, infant formula manufacturers will be prevented from makingfalse or exaggerated health claims about their products, and alladvertising and marketing practices will be strictly regulated by avastly strengthened Inter Agency Committee that monitors the Milk Code.The ruling also upholds the Department of Health’s authority toregulate advertising of all products covered by the International Codeon the Marketing of Breastmilk Substitutes.

Notably,the Supreme Court upheld Section 16 of the RIRR which states that “Allhealth and nutrition claims for products within the scope of this Codeare absolutely prohibited.” This signals an end to the un-ethicaladvertising claims that infant formulas increase intelligence – astrategy that has been particularly successful in undermining effortsto promote breastfeeding.

In addition,promotional tactics such as donation of products, marketing in theguise of seminars for health workers, giving of gifts to healthworkers, use of health care facilities for promotions, etc., will bebanned. All infant formula labeling will have to comply with stringentnew guidelines intended to help parents to understand that powderedmilk substitutes for breastmilk are not sterile and can contain“pathogenic micro-organisms.”

Now the crucialwork of educating families and communities about the vastly superiorbenefits of breastfeeding can proceed without having to compete withbillion peso marketing schemes based on false health claims aboutinfant formula brands.