Manufacturers, distributors and retail outlets of foods marketed for infants and young children have two weeks until the end of May to comply with the Marketing Controls Regulations 2010.
The Marketing Controls (Foods for Infants and Young Children) Regulations 2010 promote and protect breastfeeding and adequate nutrition for children from birth to five years.
The Marketing Controls is regulated under the Food Safety Act 2003.
The regulations apply to products imported into, packed in, or produced and processed in Fiji for domestic distribution and consumption or export/re-export.
Maximum penalty for an offence specified in Section 66 (3) of the Food Safety Act 2003 is a fine of $50,000 or imprisonment for 10 years or both.
Marketing Controls Regulations 2010 came into effect last year on May 1 and a grace period until end of May this year was given for compliance.
The Ministry of Health promotes exclusive breastfeeding which is breast milk only for the first six months of a baby’s life.
The Marketing Controls 2010 prohibit advertising and promotions of breast milk substitutes.
Substitutes include infant formula, follow-up formula, complementary foods, or relevant feeding accessories.
Offering or giving any gift, prize, discount coupon or any free item, having special or prominent displays that encourage the sale of breast milk substitutes is prohibited under the regulations.
According to the Marketing Controls Regulations 2010, a breast milk substitute product can only be recommended after the age of six months.
Some stores in Fiji are marketing formula milk from birth and food for infants four to six months which does not comply with regulations.
Exceptions would be ready-to-use therapeutic food or milk for special medical purposes or dietary requirements used in the management of acute malnutrition in children.
The Marketing Controls 2010 specify text and text size on the containers or labels of infant formula and follow-up formula regarding breastfeeding and food preparation.
Pictures of infants or any graphic that idealises the use of infant formula is prohibited.
Full cream milk in powder or in liquid milk form should only be sold if the container or labels contain the words. This product should not be used as an infant’s sole source of nourishment.
The National Food and Nutrition Centre together with the Consumer Council, Dietetics and Nutrition Services and Nursing Services support the Marketing Control Regulations 2010 and its monitoring and enforcement by the Environmental Health Services.