Illegal marketing of breast milk substitutes is rampant, study finds
A study just released by Helen Keller International and World Vision Cambodia found high levels of illegal marketing of breast-milk substitutes (BMS), despite laws regulating their promotion.
The study found that 110 different BMS products were being sold in six provinces, and over half (58%) of all places selling these products were using promotions that violate national laws. These violations were observed just before the Government of Cambodia launched a new National Oversight Board to enforce laws regulating the marketing of breast-milk substitutes.
The World Health Organization recommends mothers breastfeed their infants exclusively for six months, and continues breastfeeding, along with appropriate complementary feeding, until at least 24 months of age. Despite efforts to promote exclusive breastfeeding, the Cambodian Demographic and Health Survey found that practice has declined in Cambodia over the last five years, from 73.5% in 2010 to 65.0% in 2014. In contrast, bottle feeding for babies from birth to 5 months has increased from 13.6% to 19.8% during the same period. This rise might be attributed to increased promotions of breast-milk substitutes and continued spread of misinformation about the benefits of baby formula.
“It’s truly shocking…. These flagrant violations of Sub-Decree No 133 and Joint Prakas No 061 show how important it is to enforce these laws to protect the health of our children. We are working to support the Government of Cambodia to monitor and enforce Sub-Decree No 133. We fully support the Cambodian government’s efforts to enforce these laws and to protect the health and nutrition of infants and children in Cambodia,” said Mr. Keith Porter, Country Director at Helen Keller International in Cambodia.
Cambodia adopted Sub-Decree No 133 on the Marketing of Infant and Young Child Feeding Products in 2005, recognizing that breastfeeding is the healthiest option for children under two years of age. The purpose of these laws was to ensure that companies do not use misleading or inaccurate marketing or labels that can confuse parents and caregivers. The first 1,000 days of a child’s life – from pregnancy until age two – is a critical window in a child’s health. Poor nutrition during this period can have a long term and irreversible impact on children, affecting both their physical and mental development and growth.
“Breast milk substitutes are targeted mainly at children under two years of age, a critical period for a child’s physical and cognitive development. This study shows that Cambodian citizens are regularly bombarded with marketing that confuses messages about the importance of exclusive breastfeeding for a child’s health and nutrition,” said World Vision’s Advocacy Manager Steve Cooke. “A functional monitoring authority for the advertising, retailing and promotion of breast-milk substitutes is urgently required,” he said.
The report found violations of laws on labelling breast-milk substitutes. For example, only 8 of 27 manufacturers found across the provinces complied with Sub-Decree No 133 by labelling their products in Khmer.
This study echoes earlier research conducted by Helen Keller International and World Vision. A 2014 study by Helen Keller International, which uncovered widespread violations of the Sub-Decree No 133, found that 86% of mothers in Phnom Penh with children under two years had read, seen, or heard a promotion of breast-milk substitutes. A World Vision perception study in 2014 showed that only 28% of Cambodians think that breast milk is better than breast-milk substitutes, like baby formula.
Helen Keller International and World Vision are part of a wider group of NGOs and UN agencies advocating for the enforcement of Sub-Decree No 133 and fully support the new Oversight Board.
To read the full report, please go to: http://bit.ly/1N9nUQJ or http://bit.ly/1Ip9LxA
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About Helen Keller International
Founded in 1915 by Helen Keller and George Kessler, the mission of Helen Keller International (HKI) is to save the sight and lives of the most vulnerable and disadvantaged. HKI combats the causes and consequences of blindness and malnutrition by establishing programs based on evidence and research in vision, health and nutrition. Headquartered in New York City, HKI’s programs prevent blindness and reduce malnutrition in 22 countries in Africa and Asia, as well as in the United States. For more information, visit www.hki.org\
About World Vision International in Cambodia
World Vision is a Christian relief, development and advocacy organization dedicated to working with children, families and communities to overcome poverty and injustice across 98 countries around the globe. In Cambodia, we partner with children and youth, their families and communities, across all faiths, religions, gender, ethnicities and political associations, to improve the wellbeing of children. For more information about World Vision and its work in Cambodia visit: www.wvi.org/cambodia
For more information, please contact:
Helen Keller International
Mr. Keith Porter, Country Director of Helen Keller International
Contact: kporter@khi.org
World Vision Cambodia
Mrs. Suong Soksophea, Senior Campaign Manager - Child Health Now
Contact: +855 12 712 609, soksophea_suong@wvi.org