CDRF Convened a Media Group Interview for the Self-discipline Rules for Infant formula Advertising

Recently, the Self-discipline Rules for Infant formula Advertising (hereinafter referred to as the "rules"), supported by CDRF and revised by China Advertising Association (CAA), were officially issued and implemented as a substitute for the Self-discipline Rules for Infant formula Advertising issued by CAA in 2008. On November 7, CDRF held a media group interview for the Rules, and invited Zhao Jian, Deputy Secretary General of CAA, and Chou Xiaolian, Secretary General of Legal Advisory Committee, to explain the contents of the Rules. Mainstream media in China were invited as well.

In 2017, China abolished the Administrative Measures on the Sale of Breast-milk Substitutes jointly issued by six ministries and commissions such as the original Ministry of Health, and the new relevant laws are under formulation. Due to lack of national laws and regulations for protecting breastfeeding and particularly those regulating the sale of breast-milk substitutes, substantial and even misleading advertising of breast milk substitutes including infant formula milk powder, as well as the emergence of new promotion methods in the era of mobile Internet have impacted consumers' confidence and determination in breastfeeding, which has become one of the main obstacles to increase the breastfeeding rate in China.

CDRF revised and issued the new Rules in conjunction with China Advertising Association so as to promote self-discipline of infant formula advertising, better implement the provisions of the Advertising Law of the People's Republic of China, the Food Safety Law of the People's Republic of China and other relevant laws and regulations, and protect and improve the status quo of breastfeeding in China. The revised Rules specified the contents, formats, communication channels and accountability methods of infant formula advertising in a more clear, detailed and up-to-date manner. By virtue of the opportunity for communicating the Rules, CDRF hopes to set off a wave of discussion about the latest progress of China's protection for breastfeeding by legislation by means of central and mainstream media to create positive public opinion environment for the ongoing lawmaking.

Secretary General Fang Jin pointed out that the new Rules was a necessary supplement and refinement to the current relevant laws and regulations (such as the Advertising Law and the Food Safety Law), but it had no legal force of its own. Fang Jin appealed for accelerating the lawmaking progress at the nationwide level at the same time of strengthening industry self-discipline and local regulations to fill China's legal vacuum in this field.

Zhao Jian, Deputy Secretary General of CAA, pointed out that upon the completion of the revision to the Rules, the standards and requirements were clearer, and more beneficial for the self-discipline of infant formula enterprises, orderly development of the industry as well as better safeguard and promotion of breastfeeding. Secretary General Zhao Jian stated that CAA could take measures such as carrying out investigations, admonition for correction, social publicity and putting forward industrial and organizational recommendations for the infant formula advertising in violation of the Rules to give better play to the effect of self-discipline rules.