In October 1986, after a collective five-year effort by an assortment of government and private health organisations, President Corazon C Aquino signed Executive Order No. 51 adopting the Philippine Code of Marketing of Breast-milk Substitutes, breast-milk supplements, and related products. Implementing the aim and principles of the WHO Code, the Code called for an intensification of the dissemination of information on breastfeeding and proper nutrition, and the regulation of advertising, marketing and distribution of breast-milk substitutes and related products.

The Department of Health is the main agency responsible for the implementation and enforcement of the provisions of the Code and a DoH representative chairs the cross-departmental committee. The Committee is tasked to review and examine all advertising, promotion or other marketing materials, whether written, audio or visual on products within the scope of the Code. In the Philippines, only starter infant formulas are covered by the Code - follow-on formulas and infant cereals are not covered and media advertising for these products is allowed.

Process

A Preview Panel first conducts the preliminary technical evaluation of the advertising material. The written findings and recommendation of the Preview Panel are submitted to the Inter Agency Committee who then deliberates on the panel's findings and recommendations. The Committee renders its decision and, if the material is approved, issues the corresponding permit signed by the Chairman of the Committee. If disapproved, notification is made in writing stating the reasons for disapproval by the Committee.