Formula marketing again.

Seen in our local Jumbo store:  this sign in the infant formula section.

The manager at the Jumbo store doesn't seem to think it's a problem.  After all, the sign is just there to tell people where the infant formula is.

And what about the cute little white baby sucking down the bottle of formula?  What kind of message is that sending?

The International Code on the Marketing of Breastmilk Substitutes says:

There should be no advertising or other form of promotion to the general public of products within the scope of this Code.

and

there should be no point- of-sale advertising, giving of samples, or any other promotion device to induce sales directly to the consumer at the retail level, such as special displays, discount coupons, premiums, special sales, loss-leaders and tie-in sales, for products within the scope of this Code. 

Interestingly, Article 9.2 of the Code also specifies that:

Neither the container nor the label should have pictures of infants, nor should they have other pictures or text which may idealize the use of infant formula.

I would argue that this sign is a "special display" and that, given that the Code prohibits photos on the containers of the cans, a display sign with a warm and fuzzy photo of the mother with a baby drinking from a bottle should also be considered a "promotional device to induce sales" of the infant formula at Jumbo.

Of course, given that there is no real government or law enforcement agency here in Madagascar these days, I doubt that much if anything will be done about this infraction.