1. Television Monitoring of Breastmilk Substitutes, Commercially Produced Complementary Foods and Other Milks in Dakar, Senegal
Ndeye Yaga SY
Elhadji Issakha Diop
Codé Thiaw
Mary Champeny

2. Where is dakar
Dakar is the capital city of Senegal
A West-African country

3. What we know
Lancet Series: Vol 387, 2016
Maternal and Child Nutrition 2016: 12 (supplement 2):64-76
Mothers reported television as the main media where they had seen adverts for breastmilk substitutes, commercially produced complementary foods & other milks
Regarding the recent lancet series, the market value of the baby milk industry in 2014 was estimated to US$ 45 billion and is projected to reach US$ 71 billion in 2019
Futhermore, We assessed the promotion and consumption of commercially produced infants foods among children less than 2 years of age in the urban city of Dakar,Senegal. Mothers interviewed reported… 3

4. Breastmilk Substitutes Commercially Produced
Aim and OBJECTIVES
Assess over a 3 month period (March - May 2015) advertisements directed to the public that could influence optimal infants and young children feeding practices related to:
Breastmilk Substitutes
Commercially Produced
Complementary Foods
Other Milks
Base on these evidences, a TV Monitoring was conducted with a Media company in order to assess… BMS and CPCF are targeted for children under 24 mo of age, however OM were also monitored in this study to assess whether they were marketed in a way that suggests they are for use by young children 4

5. METHODOLOGY
Daily monitoring on 20 frequently watched TV channels (6 local /14 cable channels) to assess:
Products advertised
Frequency
Duration
Content
To reach this goal… 5

6. RESULTS: Channels used for ADVERTISING
On the 20 monitored channels, 11 showed at least one ad for one of the products: 3 local channels and 8 cable channels
All of the BMS and CPCF ads were shown on international cable channels, all from France, except for one shown on a Pan-African channel from Cameroon. 6

7. RESULTS: Products advertised
Ads for commercially produced infant foods were common
A total of 24 different products were advertised during the 3-months period respectively 5 BMS…
Although the number of ads was greatest for Other milks, “None of the ads for other milks portrayed children under the age of five years” therefore None of the OM violated the Code
BMS and CPCF were advertised on cable channels only while OM were promoted on both (local and cable channels)
For BMS ads, only FUF (stage 2) and GUM (stage 3) products were advertised
IF were not advertised on TV since it is prohibited by the International Code of BMS Marketing (OMS, 1981)
However, Stage 2 (for infants 6-12 mo) and stage 3 (for those 12+ months of age) should not be advertised since they are cross-promoted with stage 1 (IF) by using similar packaging and brand names 7

8. results: Frequency/duration of adVERTS
Categories of Product
 # Times Ads were shown
Duration of Ads
(in seconds)
Breastmilk Substitutes
253
15 sec - 30 sec
Commercially Produced Complementary Foods 69
20 sec - 30 sec
Breastmilk/Commercially Produced Complementary Foods 31
15 sec
Other Milks
787
10 sec - 60 sec
If we focus on BMS and CPCF ads only, we can see that BMS ads were shown the most often (253), about 3 times more than CPCF ads (69)
with a length varied between 15 and 30 sec. thus viewers were more exposed to BMS ads than CPCF ads 8

9. RESULTS: Content of adVERTs
Included both nutritional and functional claims:
Micronutrients: iron, calcium, zinc and vitamins.
Claims such as health, strength, growth, “being tall” and “being smart”.
Of the 5 BMS ads, both claims of improving growth or intelligence and claims regarding nutrient content were mentioned in two ads. 9

10. conclusions 1
Advertising of breastmilk substitutes is potentially detrimental to child health by promoting products that undermine exclusive and continued breastfeeding.
Advertising of milk products targeted for infants and young children should be prohibited as recommended by the International Code of Marketing of Breastmilk Substitutes and subsequent World Health Assembly resolutions. 10

11. conclusionS 2
Commercially Produced Complementary Foods, while potentially having a role to play in older infant and young child feeding, should be appropriately promoted according to the WHO ‘Guidelines to end the inappropriate promotion of foods for older infants and young children’ included in WHA 69.9 of May 2016. 11

12. conclusionS 3
To protect, support and promote breastfeeding and ensure optimal feeding practices, countries should adopt, monitor, regulate and enforce:
The International Code of Marketing of Breastmilk Substitutes.
The NEW WHO ‘Guidelines for ending the inappropriate promotion of foods for older infants and young children.’ 12

13. Thank you Bill & Melinda Gates Foundation Government of Senegal (MOH)
ARCH Project Global Team
ARCH Project Senegal Team
Thank you