Thursday, November 30, 2006 Oledan: Marketing switch By Radzini Oledan Spice Of Life
BY NOW, the revised Implementing Rules and Regulation of the Milk Code would extend only up to two years. This is enough time for multinational corporations to maneuver and push through with the promotion of infant formulas as substitute for natural breast milk.
The infant formula is a multi-billion industry that preys on women and families to regard breast milk as inferior and a backward tradition that should be left behind if one is to be considered developed.
Much of the criticism against multi-national milk companies is its baby milk marketing policies in developing countries that centers on recommendation for nursing mothers to switch to infant formula milk products.
Despite the prohibition by the World Health Organization on the use of babies in advertisements of milk formulas, multinational companies continue with their aggressive advertising of processed milk products for infants.
The revival of the breastfeeding culture was taken by the Department of Health and as expected, milk companies are resisting the full implementation of the Code.
One of the IRR of the Milk Code states that process milk products cannot be advertised by using the image of a child or to depict parents and other close family members.
It appears however that multinational companies have taken a step of defiance by letting the Chamber of Commerce of the United States to pressure the government.
In effect, the revised IRR will only be implemented for two years. What happens next remains to be seen.
The Milk Code also prohibits parents and hospitals from feeding newborn infants (0-6 months) nothing else except breast milk.
The IRR sanctions imposes fines of as low as P10,000 for the first offense to P1 million for the fifth offense. The amendments were introduced after the Code was signed into law in 1986.
The Supreme Court recently junked the petition lodged by the Pharmaceutical Health Association of the Philippines to issue a temporary restraining order against the IRR.
In question too is the meager fine for non-compliance compared to the P2.5B spent by multi national companies for advertising milk products in the last six months.
Faced with the strong resistance and influence of multinational companies over some personalities, there ought to be a deliberate effort coming from all sectors to promote the full implementation of the Milk Code.
The current level of breastfeeding at 16 percent at the national level still leaves much to be desired and presents a tough challenge for communities who are in the forefront of the Child Friendly Movement (CFM).
Advocacy for the revival of breastfeeding should not end at the national level. It should be taken by local government units as part of its health program, to include among others, curbing the malnutrition rate among infants and children.
The use of breast milk has undeniable health and economic benefits especially for thousands of families who are hard up to provide the necessary nutritional requirements.
Government may want to consider a total ban on advertisements for infant formulas, or offer incentive for advertising companies to advocate the revival of breastfeeding.
Community support mechanisms needs to be also drawn up to support mothers working outside their homes who have to content with weak support structures that would allow them to breastfeed or express their milk for the use of their child back home.
In the local level, companies and establishments need to comply with the law, which prescribes the need to put in place a nursing station and child minding center. Monitoring the compliance of these companies could be a start.
At the cultural level, we still have to battle the perception that it is uncomfortable to see a woman's nipple exposed during breastfeeding. There is a need to question the supposed "ethics" of breastfeeding in public.
Again, why should we bothered by the sight of a woman doing what is best for her baby and not by a woman giving a bottled formula for her baby?
Breastfeeding is a natural, honorable act. After all, babies need to eat, and breast milk is one of the healthiest choices mothers can make for their infants.
It is also an option that should be supported by government.
