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Protecting Breastfeeding from Commercial Influence Implementing IMS act

Protecting Breastfeeding from Commercial Influence Implementing IMS act. Dr. JP Dadhich MD (Paediatrics), FNNF National Coordinator, Breastfeeding Promotion Network of India (BPNI). Breastfeeding ……. Begin breastfeeding within an hour Exclusive breastfeeding for the first six months

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Protecting Breastfeeding from Commercial Influence Implementing IMS act

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  1. Protecting Breastfeeding from Commercial InfluenceImplementing IMS act Dr. JP Dadhich MD (Paediatrics), FNNF National Coordinator, Breastfeeding Promotion Network of India (BPNI)

  2. Breastfeeding …….. • Begin breastfeeding within an hour • Exclusive breastfeeding for the first six months • Complementary feeding after six months • Continued breastfeeding for 2 years or beyond

  3. Why to protect breastfeeding? “The nature has designed the provision that infants be fed upon their mother’s milk. They find their food and mother at the same time. It’s a complete nourishment for them both for their body and soul” Rabindranath Tagore

  4. Why to protect breastfeeding?First year is critical for child survival, growth and development! Brain development Underweight (-2sd) NFHS-3 Over 60 million 1 2 3 4 5 Child Deaths Years of life

  5. IYCF as a public health intervention for child survival Edmond KM et al. Am J Clin Nutr 2007. 86:1126-31

  6. IYCF as a public health intervention for child survival Lancet Child Survival Series,2003

  7. IYCF Practices in Assam (DLHS 3, NFHS 3)

  8. Exclusive breastfeeding status by age in Assam (NFHS 3)

  9. Trends in Children’s Nutritional Status in Assam (- 2sd)

  10. Reasons for sub-optimal IYCF practices • Inadequate and Inappropriate • Information to mother and family • Skilled support to the mother • Lack of adequate maternity benefits • Aggressive marketing practices by the industry

  11. Promotion of IMS and IF by Industry

  12. Industry* Market Size & Shares April 2011 Centre for Monitoring Indian Economy Pvt. Ltd. 25 million births every year – huge potential market * Nestle India, Heinz India Pvt., Milkfood, Raptakos, Brett & Co., Pfizer, Mahaan Products included. Data of some companies not available.

  13. Consequences of aggressive marketing http://www.newint.org/features/1982/04/01/biggest/

  14. Consequences of aggressive marketing ! • Children were more likely to be given formula if their mother exposed to advertising messages or suggested by doctor • Those using formula were 6.4 times more likely to stop breastfeeding before 12 months

  15. Promotion of IMS,IF,FB

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

  17. Key Provisionsof the IMS Act, 1992 As Amended in 2003 How IMS Act Protects Breastfeeding

  18. Prohibits All forms of Promotion of Baby Foods for Babies Under the Age of Two Years

  19. Promotion through Advertisements

  20. No Gifts and Free Samples

  21. No Picture of Mother, Baby, Cartoons on Cartons, Labels and Tins

  22. Use of Educational Materials or Advertisements for Giving Incorrect or Incomplete Information Prohibited

  23. Display of Posters, Calendars or Other Promotional Materials in Hospital, Chemist Shop Banned

  24. No Sponsoring and giving payments to Healthcare Workers and their Associations

  25. Prohibits Providing Commission to Company Staff to Increase Sales

  26. BUT VIOLATIONS CONTINUE !

  27. Advertisement of Infant Food in Indian Journal of Pediatrics, July 2013

  28. Display in Health System

  29. Prominent Display in Chemist Shop

  30. Symposiums - Nestle Nutrition Institute Kolkata Chennai New Delhi Ludhiana Amravati Ferozepur Ranchi

  31. Mead Johnson distributes gifts to doctors

  32. INTERNETVIOLATION Advertisement and wrong information

  33. Inducement on web based purchasing

  34. What needs to be done for its’ effective implementation?

  35. Thirty years after endorsement of the Code, out of 199 countries:

  36. 1. Administrative Action Authorising a Class one officer at state/districts

  37. 2. Capacity Building of Stakeholders

  38. 3. Coordination, Monitoring and Reporting • National/State Coordination – designated person • District/block level • Detection of violation and legal action • Informing public through advertisements • Civil Surgeons to give clearance for conferences • Regular checks on chemists shops to stop promotional practices like special displays of baby foods.

  39. 4. Awareness Generation

  40. Conclusions Protecting Breastfeeding is crucial in improving breastfeeding practices A very strong tool is available to protect breastfeeding Requires a coordinated and concerted effort

  41. Thanks !!! jpdadhich@bpni.org

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