China is now thinking about implementing an advertisement ban on infant milk formula in a bid to tackle low levels of breastfeeding and attempt to turn the tables.

An official Xinhua news agency reported the recent development last Monday. They said that it was a problem for some firms as it was targeting China's US$18 billion market.

Like Us on Facebook

The plan China has in mind includes the banning of advertisements in mass media or public places of any dairy products or baby foods and drinks that could "claim to partly or completely substitute mother's milk."

At present, less than a third of China's baby population is being breastfed, with the numbers falling drastically even though international health organizations recommend that breastfeeding is best for babies up to six months.

Interestingly enough, that market of China is geared towards growth in the near future. It is set to be valued at US$30 billion by 2017 according to a report by Euromonitor. This would draw a number of dairy firms to the country such as Danone SA, Mead Johnson Nutrition Co, and New Zealand dairy exporter Fonterra Co-Operative Group Ltd.

However, the ban on these products is focused on quality and corporate malpractice in the sector over the last few years.

China has fined global milk powder makers recently for price fixing a couple of years ago. They have also probed some firms that have bribed doctors to promote sales of these products.

If the ban were to push through, this would mean that any advertiser, client, agent, and publisher would advertise any of these products, they could be fined up to US$161,220 Xinhua said.

Reuters also adds, "It has added the amendment to the county's Advertisement Law was currently being reviewed."

With the advertisement ban, it is the hope of China's State Council --- the cabinet of the country --- that the exclusive breastfeeding rate to 50 percent by 2020.

Tagsadvertisement ban, baby milk, baby formula, breastfeeding