BMS Index 2024

Abbott

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Headquarters

United States

Type of ownership

Public

Estimated percentage of Abbott's global F&B sales from BMS

96%

Estimated percentage of Abbott's global baby food sales from BMS

100%

Countries covered in country studies

Indonesia/US/Viet Nam

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BMS Marketing
Score 2024
Average score Highest score
Country Studies
Score
0%  3 countries
Corporate Profile
Score
18.5%

Important:

The research findings regarding companies’ performance in this Index are based on information shared by companies or gathered by service providers, in addition to information that is available in the public domain.

The level of detail and comprehensiveness of information shared by companies and gathered through external service providers varied. In the case of limited or no engagement by companies, this Index may not represent the full extent of their efforts. Similarly, in the case of limited data collected by service providers, the findings of this Index may not provide a comprehensive representation of company practices.

ATNI’s research and Indexes do not assess compliance with local regulations or laws, but rather assess private sector performance against international standards and guidance.

BMS Country Studies

Country Studies
Score
0%  3 countries

The Country Studies component of the BMS and CF Marketing Indexes 2024 evaluates the extent to which a company’s marketing practices align with specific provisions of the WHO Code (not against local Code-related regulations). The main marketing channels assessed in the Country Studies for the BMS and CF Marketing Indexes 2024 are online points-of-sale, traditional and online media outlets, and product labels which were all assessed according to the NetCode protocol. Abbott sells BMS products in three (Indonesia, US and Viet Nam) of the five countries selected for the assessment, which altogether represent >50% of Abbott’s estimated global BMS sales. In 2023, Abbott closed its infant and children nutrition business operations in China, therefore the company was not assessed in this country. The Country Studies results for Abbott are summarized below for each country and across each marketing channel.

Country Studies overview

Abbott Country assessments BMS market
Total incidences of non-compliance across online, traditional media, and product labels Number of product labels assessed Company brands found BMS market share Proportion of Abbott's global BMS sales
CHINA N/A N/A N/A N/A N/A
GERMANY N/A N/A N/A N/A N/A
INDONESIA 42 1 PediaSure <5% <5%
US 50 36 PediaSure, Similac 43% 48%
VIET NAM 50 16 Similac 26% 6%
Code compliance level
Complete
(0 incidences of Code non-compliance corresponding to a country score of 100%)
High
(>0-10 incidences of Code non-compliance corresponding to a country score of 66%)
Medium
(>10-20 incidences of Code non-compliance corresponding to a country score of 33%)
Low
(> 20 incidences of Code non-compliance corresponding to a country score of 0%)

• A total of 142 incidences of non-compliant marketing practices for BMS products were found for Abbott. Incidences of non-compliance were found across online and traditional media channels assessed in the three countries and a total of 53 product labels were assessed of various Abbott brands.

• In Indonesia, Abbott’s BMS sales represents a relatively small proportion of the Indonesian BMS market, and it also represents a small part of Abbott’s global BMS sales (less than 5%). Still, a total of 35 advertisements and promotions related to PediaSure were found online during the research period and 6 TV advertisements. One product label was assessed which contained 13 instances of non-compliance on that label.

• Abbott is one of the two major BMS companies in the US, with a share representing over 40% of the market, and accounting for almost 50% of its global BMS sales. The US is also the market in which the highest number of product labels were assessed for Abbott, all 36 labels assessed contained one or more instances of non-compliance. A total of 50 incidences of non-compliance were found, of which 14 were found on online media channels.

• While Abbott’s BMS sales in Viet Nam represent less than 10% of the company’s global BMS sales, the company possesses a notable share of the Vietnamese BMS market (approximately 26%). 32 advertisements and promotions related to BMS brands were found online during the research period; all 16 product labels assessed contained one or more instances of non-compliance.

Observed incidences of non-compliance with the Code per country

Absolute number of incidences of non-compliance
Category
Infant Formula
Follow-up Formula
Growing-up Milk
Product brand

Main in-country findings

Abbott’s highest number of incidences of non-compliant marketing practices were found in Viet Nam and the US (50 each), followed by Indonesia (42).

Across all country assessments, the majority of incidences of non-compliance (81 out of 142) for Abbott were identified through the social listening of online platforms, while fewer were identified on traditional media (8). Each of the 53 BMS product labels assessed from various Abbott brands contained one or more instances of non-compliance. The incidences of non-compliance found online were largely concerning growing-up milks, whereas advertisements on traditional media concerned brand promotions and non-compliant labels were found across all types of BMS.

Online findings

• The majority of advertisements and promotions related to Abbott’s BMS brands online (81 in total) were found in Indonesia (35), followed by Viet Nam (32) and the US (14), all of which are contraventions of the Code.

• Among the total incidences of non-compliance found online, only six related to point-of-sale promotions found on online retailers in the US and Viet Nam (two and four respectively), mainly in the form of advertisements, discounts and gifts, and endorsements. Although promotions of Abbott BMS products were found on the online retailer websites monitored in Indonesia, the company informed ATNI it had no contractual relationship with these retailers, thus the findings were excluded. In Viet Nam, these promotions were associated with BMS products aimed at children aged 1 to 10 years, while in the US, these included an infant formula for ages 0 to 12 months and unspecified age group.

• The remaining 75 observations were found on the company’s local websites and social media platforms, with the highest number of findings in Indonesia (35), followed by Viet Nam (28) and the US (12). Across all three countries, an average of two incidences of non-compliance were identified with each observation. Apart from advertising BMS – a non-compliance with the Code in itself – other common incidences found with those advertisements included incentivizing the purchase of those products through offering vouchers or coupons (observed in Indonesia), as well as providing education and information about infant and young child nutrition and feeding and soliciting caregivers to sign-up to online contests found mainly in Viet Nam. The majority of advertisements also included claims, ranging from 67% of the identified advertisements in the US containing at least one type of claim to 86% in Indonesia and 100% in Viet Nam.

Traditional media findings

• In total, eight BMS advertisements by Abbott were identified on television, six in Indonesia and two In Viet Nam. All eight observations concerned BMS products where the targeted age was not clearly indicated, and all had at least one type of claim. No advert was found of Abbott BMS products in the US in the six-month period the selected channels were monitored.

BMS product label

• A total of 53 of Abbott BMS products were assessed across the three markets, of which were 36 in the US.

• No product labels were found to be fully Code-compliant, and each label contained at least one incident of Code non-compliance. In the US and Viet Nam, an average of six incidences of non-compliance per product label were identified, while the only label assessed in Indonesia included 13 observations of non-compliance.

• Almost all of the labels (50 out of 53) were missing a statement on the importance of exclusive breastfeeding in the first six months and continued breastfeeding for up to two years or beyond. All of the labels contained a nutritional, health and/ or marketing claim. Most of the labels assessed (48 out of 53) did not state the need to only use the product on the advice of a health professional before deciding to feed with formula, irrespective of the age at which formula is introduced. The US was the only country where Abbott BMS labels recommended feeding the product in a bottle for 12 out of 36 labels assessed.

• It is worth noting that ATNI’s research was based on product label images from an external data provider. For some products, images were not clear enough or did not show all parts of the package, thus ATNI asked the respective companies to provide images of the labels. Abbott provided images of all product labels (as requested by ATNI) to help complete the assessments, therefore all assessments are completed.

Recommendations

• With a total of 142 incidences of non-compliant marketing practices for Abbott BMS products observed across the three markets assessed, the company is strongly encouraged to strengthen its marketing policies and ensure their full alignment with the recommendations of the Code and all subsequent relevant resolutions, including the guidance supported by WHA resolution 69.9. ATNI has developed a model company policy on the responsible marketing of BMS which can guide the company on how to incorporate Code provisions and align with the latest public health requirements in practice.

• Abbott is urged to restrict the advertising and promotion of all types of BMS products and brands on all forms of media platforms globally. The company should also refrain from soliciting contact with caregivers and providing education and information on infant and young child feeding across all platforms.

• Abbott is strongly encouraged to take responsibility for monitoring its marketing practices beyond local regulations, according to the principles and the aim of the Code and subsequent relevant resolutions, and to take steps to ensure this includes online media channels.

• Abbott is encouraged to look for ways to engage with their its industry associations, retailers and/or regulators to ensure that there are no promotions of BMS products in the retail environment, and see that products are appropriately marketed in line with the Code.

• Given that each of the labels assessed across the three countries were found to be non-compliant with Code requirements in at least one aspect, Abbott is encouraged to focus on improving labeling practices across all markets following the Code and all subsequent relevant resolutions, including the guidance supported by WHA resolution 69.9. This includes ensuring that product labels include the appropriate statements promoting the importance of exclusive breastfeeding for the first six months and continued breastfeeding up to two years or beyond and, that labels do not include health or nutrition claims, except if specifically provided for in national legislation.

• Clear evidence was found of Abbott applying point-of-sale promotions for growing-up milks and promoting these on online platforms, which is contrary to the requirements of the Code, specifically the guidance supported by WHA resolution 69.9 that extended the scope of the Code to growing-up milks. Therefore, ATNI urges Abbott to ensure its commitments are extended to include growing-up milks in all markets.

• ATNI is calling on Abbott to review all incidences of non-compliance identified across all marketing channels, which were shared in detail with the company, and to take corrective action in each of the markets.

BMS Corporate Profile

Corporate Profile
Score
18.5%

The Corporate Profile component of the BMS and CF Marketing Indexes 2024 evaluates the extent to which a company’s policies align with various provisions of the Code, the effectiveness of its related management systems as well as the company’s level of disclosure on commitments relating to BMS marketing. Abbott’s BMS marketing commitments were assessed across 11 topics that cover different aspects of the Code on which the company scored an average of 36%. This score is equivalent to the company’s initial overall Corporate Profile score before a geographic penalty (if applicable) is applied to each BMS product type. The final Corporate Profile score considers how the company’s BMS marketing commitments are applied for the different BMS product types sold by the company, and across different markets. As Abbott sells infant formula, follow-up formula, and growing-up milks, the company’s application of BMS commitments was evaluated for each product type, as shown in the next section on ‘Geographic application of BMS commitments by product type’. The scores and findings on each topic are described in further detail in the section below on ‘BMS Commitments by Topic’.

Geographic application by Abbott of BMS commitments by product type

The table below shows the percentage of product sales where commitments are upheld and the geographic penalty applied to each type of BMS. The penalty ranges from 0% up to 90% depending on whether a company fully upholds its BMS marketing commitments in all or none of the countries in which it operates, respectively, where national Code regulations are absent or less stringent than the company’s policies and standards.

Corporate Profile
score before
penalty
Product
type
Percentage of Abbott’s global sales from markets where BMS commitments are upheld Geographic
penalty applied
Final Corporate
Profile score
35.9% Infant
formula
79% 18.9% 18.5%
Follow-up
formula
30% 63%
Growing-up
milk
0% 90%
Commitments are upheld
Upheld for all products in this category - without exception - globally
Upheld for some products in this category - without exception - globally
Upheld for all products in this category - without exception - only in some markets
Upheld for some products in this category, and only in some markets
Not upheld for this product category in any market
No policy found in the public domain nor shared by the company, therefore no information on how commitments are upheld

ATNI referred to Abbott’s 2023 Global Policy on the Marketing of Infant Formula that was confidentially shared with ATNI to assess how the company’s BMS marketing commitments are upheld for each product type and in which markets. Euromonitor retail sales estimates were used to calculate the proportion of Abbott’s global product sales covered per BMS product type.

Infant formula

The company upholds its commitments for infant formula globally, even where local Code regulations are absent or weaker than the company policy.

Abbott continues, however, to exclude these commitments from infant formulas for special medical purposes. Thus, commitments for infant formula products are upheld globally, but this only represents 79% of the company’s global infant formula sales due to the exclusion of some types of infant formula which are for special medical purposes. The corresponding geographic penalty for this product type is 19%.

The Code does not distinguish between the different types of infant formulas, therefore its provisions apply to all product types. To further improve the scope of the company’s policy, ATNI encourages Abbott to cover all infant formulas, without exception, including formulas for special medical purposes.

Follow-up formula

The company only upholds its commitments for this product type in higher-risk countries, even if local Code regulations are absent or weaker than the company policy in those countries.

Abbott also excludes these commitments from follow-up formulas for special medical purposes.

Thus, commitments for follow-up formula products are only upheld in higher-risk markets, and for products that are not for special medical purposes, which represents 30% of the company’s global follow-up formula sales. The corresponding geographic penalty for this product type is 63%.

To further improve the scope of the company’s policy, ATNI encourages Abbott to cover all follow-up formulas, without exception, including formulas for special medical purposes, and in all markets.

Growing-up milk

The company does not apply its BMS marketing commitments to growing-up milks. This is evident from the country assessments where the majority of the observed incidences of non-compliance were attributed to growing-up milk products.

The corresponding geographic penalty for this product type is the maximum of 90%.

ATNI calls on Abbott to consider the expanded definition of the Code, following the World Health Assembly resolution 69.9 recommendations, to cover any milk products up to three years of age.

Based on the company’s application of its BMS commitments to the different BMS product categories across its global markets, the final Corporate Profile score is 18%.

Topics Overview

Average score Highest score
These represent the initial overall scores before applying the penalty.

BMS commitments by topic

Most topics include assessments on both policy commitments and management systems, except for the topic on ‘Implementation and Monitoring’, which mostly considers management systems, and the topic ‘Overarching Commitments’, which considers policy commitments only. A separate topic assesses the level of disclosure and transparency practiced by companies on the different aspects of the Code.

Select one of the 11 topics from the drop-down menu below.
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