IBFAN’s Role to protect, promote and support breastfeeding Arun Gupta MD FIAP. One Asia Breastfeeding Partners Forum 6 Colombo, Sri Lanka, 19 November 2009

« I love my Nestlé Mummy! »

Do babies have a voice? « I love my real Mummy! » « She gives me love and care and cuddles and natural feeding! »

A Voice for the Voiceless IBFAN is there to give a voice to babies who have no say in public and economic affairs

International Baby Food Action Network Works around the world to alert health professionals, parents and caregivers to risks of artificial feeding and benefits of optimal breastfeeding

IBFAN Asia : 3 Sub regions 25 Countries East Asia South East Asia South Asia

Why are artificially fed babies at risk? At birth, the baby’s immune system is still immature Breastfeeding confers active and passive immunity through protective factors in breastmilk Infant formula does not contain these anti- infective agents

“Silence” on the Risks of Infant Formula This study looked at whether formula feeding is named as the risk factor in published research, or whether like ‘ Voldemort ’ in Harry Potter it is “ He Who Shall Not Be Named ”

Code protects + promotes breastfeeding against commercial forces that undermine it, to ensure survival, healthy growth and development International Code protects infant health

Misinformation and false claims The International Code protects parents and health professionals against commercial pressures, misleading promotion and advertising

NGOs keep watch and monitor « Under the Code, NGOs and professional groups have the responsibility of drawing attention of manufacturers and distributors to activities that are incompatible with the Code.. so that appropriate action can be taken ».

IBFAN’s Watchdog Role UNICEF paid tribute to IBFAN: « We work with IBFAN, whose watchdog activities to ensure adherence to the International Code, and its untiring efforts in the protection, promotion and support of breastfeeding have been an important contribution to infant and young people’s health and survival ».

IBFAN Protecting babies is our business Code monitoring is our trademark Action is our middle name

New work goes beyond Code World Breastfeeding Trends Initiative(WBTi) is a lens that looks at state of implementing 10 actions as per the WHO/UNICEF’s Global Strategy for Infant and Young Child Feeding

« Babies and Toddlers: Emerging Opportunities » « Marketers are becoming aware of the need to target parents as early as possible. Build brand relationships with parents before their child is even born » « Utilize the internet as a sales channel for time-poor parents»

Protection –more vital than ever Companies are also advised to use targeted marketing opportunities such as women returning to the labour force more rapidly after child birth

Our new Initiatives and campaigns ! World Breastfeeding Trends Initiative (WBTi): Now in 68 countries One Million Campaign to Support Women ! New Ones are required ?? End Commercial Baby Food Promos NOW ! –World Health Assembly Resolution to this effect –All countries should ban promos of all infant formula and commercial baby foods as a MDG target.

Going beyond, and faster To build on what has already been achieved worldwide, IBFAN and WABA are launching the global Breastfeeding Initiative for Child Survival - launcched worldwide in Geneva, in Al Ain and now in Colombo !