need for protection of breastfeeding from commercial influence dr. arun gupta chair global council...
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Need for protection of breastfeeding from commercial
influence Dr. Arun Gupta
Chair Global Council International Baby Food Action Network(IBFAN)
Central Coordinator Breastfeeding Promotion Network of India (BPNI)
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Optimal Infant and Young Child Feeding
• Initiation of breastfeeding within an hour of birth• Exclusive breastfeeding for the first six months• Complementary feeding after six months• Continued breastfeeding for 2 years and beyond
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Breastfeeding Saves LivesRisk
of Morta
lity
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Enhancing factors Hindering factors
Emptying of breast
Frequent Suckling
Expression of milk
Night feeds
Bottle feeding,Incorrect positioning,
Painful breast
Sensory impulse from nipple
Prolactin in blood
Prolactin “milk secretion” reflex
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The Oxytocin reflexWorks before or during feed to make milk flow
Pain Worry Stress Doubt
CONFIDENCE
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1867: Nestle started the commercialisation of formula and has been the subject of a global boycott since 1977 Nestle advert from 1936.
Baby food market was built on‘Trust’
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“In less developed countries, the best form of promoting baby food formulas may well be the clinics which the company sponsors”
Nestlé in Developing countries 1970
and dependency
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Nestle AD 1915
Offering Free Sample
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Nestle Advertisement 1920
A Mother’s Treasure!
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SIMILAC AD – 1929Citing Scientific AUTHORITY
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Nestle Ad 1940s - Lactogen is better than mother’s milk!
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• Kwashiorkor• Lack of protein in the diet of
weanling when new baby arrives
Dr. Cicely Williams
Milk and Murder "Misguided propaganda on infant feeding should be punished as the most miserable form of sedition; these deaths should be regarded as murder.” (1939, SP Rotary Club)
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Nestle in US Senate hearing with Senator Edward Kennedy (1978)
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• International meeting on IYCF - UNICEF, WHO, Governments, NGOs, Corporations
• Called for development of an International Code of Marketing
• NGOs came together and formed IBFAN• Industry formed International Council of Infant
Food Industries (ICIFI) and gave a voluntary code – no prohibition of promotion
Global action leading to International Code
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On 21 May 1981, the World Health Assembly (WHA) adopted the International Code of Marketing of Breast-milk Substitutes (the International Code) under Resolution no. 34.22, with 118 votes for, 1 against and 3 abstentions
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IBFAN response to 5 questions
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State of the Code by company & country
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BPNI
IMS Act :Enacted
Year 1992
The Parliament passed a bill,
which was enacted on 29
Dec.r 1992 as the Infant Milk
Substitutes, Feeding Bottles
and Infant Foods (Regulation of
Production, Supply and Distribution)
Act, 1992 (IMS Act)
2003 Amendment Act : 2 yearsBPNI,ACASH, ICCW, CSWB notified in the gazette.
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Misusing Health Care System
Poster of Mother with Chubby baby displayed in a Paediatric ClinicPoster of Mother with Chubby baby displayed in a Paediatric Clinic
Nestle Start Healthy and Stay Healthy
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No Sponsoring and giving payments to Healthcare Workers and Their
Associations
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Prohibits Providing Commission to Company Staff to Increase Sales
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Consequences of aggressive marketing !
1. Children were more likely to be given formula if their mother exposed to advertising messages or suggested by doctor
2. Those using formula were 6.4 times more likely to stop breastfeeding before 12 months
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Save the IMS Act
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MN promotion createsnew markets
•Baffle with science•Trigger fears that foods lack essential nutrients•Build ‘trust’ through ‘history of safe use’•Extend the bottle feeding period
Sales of toddler milks, said to be an industry priority, because their promotion is less regulated, are predicted to grow by 31%.Euromonitor Internationalhttp://www.firststepsnutrition.org/children/eating-well_first-six-months.html
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Better Late Than Never!
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Indian Market Constrained by Regulatory Barriers
The huge disparity in the retail value of milk formula sales between China and India is mainly due to the significant differences between their official regulatory regimes.
Source: Euromonitor International
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Nestle’s Milk Trick (Tehlka)
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Section 21 (1) (b) of IMS ACT
• An officer not below the rank of a Class I officer authorised in this behalf, by general or special order, by the Government
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