ICS 67.020 
 
Reference number  
RS 76: 2023 
© RSB 2023  
  
 RWANDA 
STANDARD  DRS 
76  
 
third edition  
20xx-xx-xx 
 
Breast milk substitutes  — Code of 
marketing  practices  
   
DRS 76: 2023  
©RSB 2023  - All rights reserved                  ii 
 In order to match with technological development and to keep continuous progress in industries, 
standards are subject to periodic review. Users shall ascertain that they are in possession of the latest 
edition  
 
 
 
 
 
 
 
 
© RSB 2023  
All rights reserved. Unless otherwise specified, no part of this publication may be reproduced or utilized 
in any form or by any means, electronic or mechanical, including photocopying and microfilm, without 
prior written permission from R SB. 
Requests for permission to reproduce this document should be addressed to : 
Rwanda Standards  Board  
P.O Box 7099 Kigali -Rwanda  
KK 15 Rd, 49  
Tel. +250 788303492  
Toll Free: 3250  
E-mail: info@rsb.gov.rw  
Website: www.rsb.gov.rw  
ePortal: www.portal.rsb.gov.rw   DRS 76: 2023  
iii                ©RSB 2023  - All rights reserved  
 Contents  Page 
Foreword  ................................ ................................ ................................ ................................ ...................  iv 
1 Scope  ................................ ................................ ................................ ................................ .............  1 
2 Normative references  ................................ ................................ ................................ ...................  1 
3 Terms and definitions  ................................ ................................ ................................ ..................  1 
4 General principles  ................................ ................................ ................................ ........................  4 
5 Implementation  and monitoring  ................................ ................................ ................................ .. 4 
6 Ethics and professional standards for consumer and professional information and 
advisory services  ................................ ................................ ................................ .........................  5 
6.1 Consumer information  ................................ ................................ ................................ .................  5 
6.1.1  Product information  ................................ ................................ ................................ .....................  5 
6.1.2  Breast feeding  ................................ ................................ ................................ ...............................  5 
6.1.3  Labelling  ................................ ................................ ................................ ................................ ........  5 
7 Product information  ................................ ................................ ................................ .....................  6 
8 General public and mothers  ................................ ................................ ................................ ........  6 
9 Relationship with health professionals ................................ ................................ ......................  7 
9.1 General  ................................ ................................ ................................ ................................ ..........  7 
9.2 Company personnel (medical and professional service representation)  ..............................  7 
9.3 Persons employed by manufacturers and distributors  ................................ ............................  8 
 DRS 76: 2023  
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 Foreword   
Rwanda Standard s are prepared  by Technical Committees and approved by Rwanda Standards Board (RSB) 
Board  of Directors in  accordance with the procedures of RSB, in compliance with Annex 3 of the WTO/TBT 
agreement on the preparation, adoption and application of standards.  
The main task of technical committees is to prepare national standards.  Final Draft Rwanda S tandards adopted 
by Technical committ ees are ratified  by me mbers of RSB Board of Director s for publication and gazettment as 
Rwanda Standards.  
RS 76 was prepared by Technical Committee RSB/TC 004, Milk and milk products . 
In the preparation of this standard, reference was made to the following standard  (s): 
1) KS 429:1999, Code for marketing of breast milk substitutes  
The assistance de rived from the above source is hereby acknowledged with thanks.  
This third  edition cancels and replaces the second  edition (RS  76: 2019 ),  which has been technically revised.  
Committee membership  
The following organizations were represented on the Technical Committee on Milk and milk products  (RSB/TC 
004) in the preparation of this standard.  
City of Kigali/Gasabo District  
GISHWATI FARMS  
Rwanda Institute for Conservation Agriculture (RICA)  
RWANDA INSPECTORATE COMPETITION AND CONSUMER PROTECTION AUTHORITY (RICA)  
Control Union  
National Industrial Research and Development Agency (NIRDA)  
ISHYO FOODS Ltd  
Sight and Life Rwanda  
Rwanda Food and Drugs Au thority(RFDA)  
Rwanda  Standards Board  (RSB) – Secretariat  
 DRS 76: 2023  
v                ©RSB 2023  - All rights reserved  
  DRS 76: 2023  
1                ©RSB 2023  - All rights reserved  
 Breast milk substitutes  — Code of marketing practice  
1 Scope   
This Draft Rwanda Standard applies to the marketing and practices concerning breast milk substitutes  when 
marketed or recommended or otherwise presented for use as partial or total replacement of breast milk   
These breast milk substitutes include infant formula, milk products, other complementary foods and beverages 
marketed, presented or recommended as breast milk substitutes. This  standard  applies to feeding bottles and 
teats.  
2 Normative references   
The following documents are referred to in the text in such a way that some or all of  their content constitutes 
requirements of this document.  For dated references, only the edition  cited applies. For undated references, the 
latest edition of the referenced document (including any amendments) applies.  
RS EAS 38, Labelling of pre -packaged foods — General requirements  
RS EAS 4, Infant formula — Specification  
3 Terms and definitions   
For the purposes of this standard , the follow ing terms and definitions apply . 
3.1 
breast milk substitutes  
any food being presented as a partial or total replacement for breast milk  
3.2 
infant formula  
A milk or milk -like product of animal or vegetable origin industrially formulated in accordance with national 
standards, or the Codex Alimentarius Standard for Infant Formula, and intended to satisfy the nutritional 
requirements of infants during the first 6 months . 
 3.3 
complementary food  
food other than breast milk or infant formula whether manufactured or locally prepared and fed to infants and 
young children in addition to breast milk or to infant formula when either becomes insufficient to satisfy their 
nutritional requirements  DRS 76: 2023  
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 3.4 
health services  
governmental, non -governmental or private institutions or organizations engaged, directly or indirectly, in health 
care for mothers, infants and expectant mothers, nurseries or child -care institutions  
3.5 
health professional  
person trained and certified through registration by the relevant certified health professional body in which 
he/she is trained  
3.6 
health worker  
person with formal or informal health training in providing health services  
3.7 
container  
any packaging of food for delivery as a single item, whether by completely or partially enclosing the food and 
includes wrappers. A container may enclose several units or types of packages when such is offered to the 
consumer  
3.8 
label 
any tag, brand, mark, pictorial or other descriptive matter, written, printed, stencilled, marked, embossed or 
impressed on, or attached to a container of food  
3.9 
manufacturer  
corporation, a person or any other entity in the public or private sector engaged in the business or function 
(whether directly or through an agent or through an entity controlled by, or under contract with it) of 
manufacturing a product within the scope o f this standard  
3.10 
marketing  
product promotion, distribution, selling, advertising and includes product, public relations and information 
services  DRS 76: 2023  
3                ©RSB 2023  - All rights reserved  
 3.11 
marketing personnel  
any person(s) whose functions include the marketing of a product within the scope of this standard  
3.12 
samples  
single or small quantities of a product provided without cost to the receiver  
3.13 
supplies  
quantities of a product provided for use over an extended period free or at a subsidized price, for social purposes 
including those provided to families in need  
3.14 
exclusive breast feeding  
giving breast milk as the sole source of food and drink for an infant during the first 6 months of life  
3.15 
infant  
person not more than 12 months of age  
3.16 
young child  
person from the age of more than 12 months up to the age of three years (36 months)  
3.17 
complementary feeding  
introduction of other foods to a baby of 6 months old in addition to breast milk  
3.18 
gift packs  
package or parcel containing a sample of either infant formula, feeding bottles and teats, books mothers, or any 
other articles related to the use of infant formula presented as a gift to the lactating mothers; expectant mothers 
or members of their familie s DRS 76: 2023  
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 3.19 
 supplementing  
addition to the baby’s diet before the age of 6 months, of any food or drink in addition to or in partial replacement 
of breastfeeding or breast milk substitutes  
3.20 
competent Authority  
 means the Ministry having health of citizens in its attributions  
4 General principles   
4.1 The following  general  principles  apply:  
a) exclusive breastfeeding is the optimum method of feeding an infant during the first 6 months of life unless  
there is a medical or other indications, for which mothers are encouraged to seek health professional  advice  
before  supplementing  or replacing  breast  milk; 
b) mothers  are encouraged  to continue  breastfeeding  for at least  2 years  unless  medically  indicated;  
c) infant formula shall be scientifically formulated and shall comply with RS EAS 4 and any other relevant  
Rwanda Standard, to  provide  the most  appropriate  alternative to breast  milk substitute;  
d) mothers need to be given all the necessary advice for the safe use of the products in a form compatible  
with their  level of education,  their environment  and their cooking  facilities,  and income;  and 
e) in circumstances where breastfeeding is not possible or advised, there is a need to exclusively use  
replacement  feeding.  
4.2 Milk substitutes intended for specific medical conditions shall only be used under a recommendation from 
health professionals.  
4.3 Manufacturers and distributors of the products, concerned health professionals, health workers, all other 
non-governmental institutions affected and other stakeholders shall strictly adhere to this standard.  
5 Implementation  and monitoring  
5.1 The Government has the responsibility to ensure that objective and consistent information is provided on 
infant and young child feeding for use by families and those involved in the field of infant and young child 
nutrition. This responsibility covers the  planning, provision and dissemination of information or its control when 
undertaken by other entity.  
5.2 Monitoring the application of this standard lies with the  competent authority.  
5.3 Manufacturers and distributors of the products covered by this standard shall also monitor their own 
compliance at every level in accordance with the existing standards.  DRS 76: 2023  
5                ©RSB 2023  - All rights reserved  
 5.4 non-governmental  organizations, professional groups, institutions and individuals concerned shall have 
the responsibilities of reporting activities which are incompatible with the principles and aims of this standard to 
the agency responsible for monitoring the standard, and when necessary,  inform the manufacturers so that 
appropriate action can be taken.  
6  Ethics and professional standards for consumer and professional information 
and advisory services  
6.1 Consumer informatio n 
6.1.1  Product information  
All product information shall be given in  atleast  one official languages used in Rwanda.  
6.1.2  Breast feeding  
All labels, instructions, product literature and information intended for the general public on infant feeding should 
include a clear statement encouraging mothers to breast feed their infants and to seek professional advice 
before supplementing, substituting or complementing breast milk.  
6.1.3  Labelling  
The labelling of the shall comply with the requirements stipulated in RS EAS 38 in addition to the following 
provisions:  
a) the label shall carry the declaration “Important notice breast milk is the best food for feeding a baby”;  
b) the label shall carry an advice that complementary foods including follow up formulas shall be introduced 
after 6 months;  
c) the label shall carry a warning on the health hazards arising from inappropriate preparation of the product 
and the way to store after reconstitution;  
d) the label shall carry a warning that use of bottles and teats in infant feeding carry additional health hazard 
to the baby and that cup feeding is preferable;  
e) the label shall carry instructions for use including amount and frequency for the age;  
f) the label shall carry information on the quantity of the infant formula required to feed an infant for a certain 
period of time (e.g. week or month);  
g) A product other than a feeding bottle  or teat which do not meet all the requirements of an infant formula, 
shall carry on the label warning that “The product shall not be the sole source of nourishment for an infant”;  
h) manufacturers shall clearly declare the expiry date on the container;  DRS 76: 2023  
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 i) 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;  
j) the terms “Humanized”, ''Maternalized” or similar terms should not be used; and  
k) Sweetened condensed milk or any other milk products, which are not ideal for infant feeding shall carry 
clear warning “NOT SUITABLE FOR INFANTS”.  
7 Product information  
Information and educational materials whether written or audio visual directed to the feeding of infants and 
children, shall include clear information on all the following:  
a) the benefits and superiority of breastfeeding;  
b) material nutrition and the preparation for and maintenance of breastfeeding;  
c) the negative effect of bottle on breastfeeding;  
d) the difficulty of reversing the decision not to breastfeed;  
e) where needed, the proper use of breast milk substitutes;  
f) that cup feeding is preferable to double -feeding of formula;  
g) no misinformation regarding breastfeeding may be given and no suggestions that breast milk will be 
insufficient in quality or quantity;  
h) that inappropriate feeds or feeding methods and improper use of infant formula and other breast milk 
substitutes may cause a health hazard; and  
i) that complementary food can also be made using locally available foods.  
8 General public and mothers  
8.1 There shall be no advertising or other form of promotion to the general public of the products within the 
scope of this standard.  
8.2 Manufacturers and distributors shall not provide, directly or indirectly to expectant mothers, lactating 
mothers or members of their families, samples of products within the scope of this standard.  
8.3 In conformity with 8.1 and 8.2 there shall 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 standard.  
8.4 Manufacturers and distributors shall not distribute to expectant mothers or mothers of infants and young 
children any gifts or articles or utensils which may promote the use of breast milk substitutes or bottle -feeding.  DRS 76: 2023  
7                ©RSB 2023  - All rights reserved  
 8.5 Marketing personnel in their business capacity shall not seek direct or indirect contact of any kind with 
expectant mothers or with mothers of infants and young children concerning products covered by this standard.  
9 Relationship with health professionals  
9.1 General  
9.1.1  The Ministry of Health shall take appropriate measures to encourage and protect breastfeeding and 
promote the principles of this standard and shall give appropriate information and advice to health workers in 
regard to their responsibilities.  
9.1.2  No facility of a health care system shall be used for the purpose of promoting infant formula or other 
products within the scope of this standard. This standard does not however, preclude the dissemination of 
information to health professionals.  
9.2 Company personnel (medical and professional service representation)  
9.2.1  Scientific and technical information and actual data on the cost of using infant formula shall be made 
available for guidance to the health professionals.  
9.2.2  The provision of free supplies and professional samples of infant formula should only be made available 
for instruction, professional evaluation or research. The free supplies may also be used for established welfare 
needs through the health professionals . Such supplies should only be used or distributed for infants who have 
to be fed on breast milk substitutes. If these supplies are distributed for use outside the institutions, the marketing 
personnel should ensure that the product will be available to the family on the same free or low cost terms as 
long as the infant concerned needs it. Direct request for assistance to mothers about infant feeding shall be 
referred to health professionals.  
9.2.3  All sample packs shall be clearly marked “NOT FOR SALE”.  
9.2.4  Manufacturers and distributors shall retain records for all products distributed for a minimum period of6 
months after the expiry of the shelf life and be made available to the monitoring agents upon request.  
9.2.5  No financial or material inducements to promote products within the scope or this standard shall be 
offered by manufacturers or distributors to health workers or members of their families, nor should these be 
accepted by health workers or members of their  families.  
9.2.6  Manufacturers and distributors of products within the scope of this standard should disclose to the 
institution to which a recipient health worker or any other researcher is affiliated, any contribution made to him  
or on his behalf for fellowships, study, tours, research, grants, attendance at professional conferences, and the 
like. The recipient should make similar disclosures to the institutions.  
9.2.7 Facilities of health care systems should not be used for the display of products within the scope of this 
standard, for placards or posters concerning such products, or for the distribution of materials provided by a 
manufacturer or distributor.  
9.2.8  The use by the health care system of professional service representatives, mother -care nurse, or similar 
personnel, provided or paid for by manufactures or distributors shall not be permitted.  DRS 76: 2023  
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 9.2.9  Feeding with infant formula whether manufactured or home prepared should be demonstrated only by 
health workers and only to the mothers or family members who need to use it. The information given shall 
include a clear explanation of the hazards of improper  use. 
9.2.10   Any supplementary or emergency feeding programs involving breast milk substitute shall comply with 
this standard.  
9.3 Persons employed by manufacturers and distributors  
In systems of sales incentives for marketing personnel, the volume of sales of products within the scope of this 
standard shall not be included in the calculation of bonuses nor should quotas be set specifically for sales of 
these products. This should not  be understood to prevent the payment of bonuses based on the overall sales 
by a company of other products marketed by it. . 
  DRS 76: 2023  
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  DRS 76: 2023  
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 Bibliography  
[1] RS 76: 2007,  Code  of marketing  of breast milk  substitutes  
[2] Ministry  of Health,  National  Policy  on Infant  Feeding  Practices  — Primary  Health  Care  
 DRS 76: 2023  
 
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