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)

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

Breastfeeding Saves Lives Risk of Mortality

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

The Oxytocin reflex Works before or during feed to make milk flow Pain Worry Stress Doubt CONFIDENCE

1867: Nestle started the commercialisation of formula and has been the subject of a global boycott since 1977 Nestle advert from Baby food market was built on‘Trust’

“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

Nestle AD 1915 Offering Free Sample

Nestle Advertisement 1920 A Mother’s Treasure!

SIMILAC AD – 1929 Citing Scientific AUTHORITY

Nestle Ad 1940s - Lactogen is better than mother’s milk!

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)

Nestle in US Senate hearing with Senator Edward Kennedy (1978)

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

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 , with 118 votes for, 1 against and 3 abstentions

IBFAN response to 5 questions

State of the Code by company & country

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 years  BPNI,ACASH, ICCW, CSWB notified in the gazette.

Misusing Health Care System Poster of Mother with Chubby baby displayed in a Paediatric Clinic Nestle Start Healthy and Stay Healthy

No Sponsoring and giving payments to Healthcare Workers and Their Associations

Prohibits Providing Commission to Company Staff to Increase Sales

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

Save the IMS Act

MN promotion creates new 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 International

Better Late Than Never!

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

Nestle’s Milk Trick (Tehlka)

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