UNAWARE Of the fact that an Act governs the production, supply and distribution of infant food (IF), the stylish feeding bottles and infant milk substitutes have swept the market.
Most of the industries involved in the production and marketing of infant food have been flouting norms mentioned in the Act, with impunity. Incidentally, this year's theme of the World Breastfeeding Week (Aug 1-7) is also to highlight the different provisions of the Act and give more teeth to regulating agencies to control the sale of substitute infant food and promote breastfeeding.
The Infant Milk Substitutes (IMS), Feeding Bottle (FB) and Infant Food (IF) Regulation of Production, Supply and Distribution Act 1992 came into force on August 1, 1993. This was enacted by Indian Parliament to promote breastfeeding by regulating the IMS, FB and IB as per International Code for marketing of breast milk substitutes adopted by World Health Assembly, 1981.
The Act prohibits the advertisement of any kind of milk substitutes or feeding bottles. It also prohibits the distribution of free samples or gifts of IMS or FB to others or health worker or any person. The Act also stops monetary incentive to any person for promoting IMS or FB.
"Most important the Act prohibits the display of picture of any infant, woman or both on the containers of infant milk substitutes. No educational material promoting sale of infant milk substitutes or feeding is allowed under the Act.
There shall also be no display of posters or placards on IMS, FB or IF in the hospital," said Dr Krishna Mukherjee, Additional Director Medical and senior consultant Kamala Nehru Memorial Hospital here.
{{/usCountry}}There shall also be no display of posters or placards on IMS, FB or IF in the hospital," said Dr Krishna Mukherjee, Additional Director Medical and senior consultant Kamala Nehru Memorial Hospital here.
{{/usCountry}}Dr Mukherjee said this year's World Breastfeeding Week theme is also to spread awareness about the Infant Milk Substitutes (IMS), Feeding Bottle (FB) and Infant Food (IF) Regulation of Production, Supply and Distribution Act. "Not only the regulating agencies, but even the general public should know about different provisions of the Act. Sadly, it is seen that the parents of new borns show least interest to know about the Act," she added.
Dr Mukherjee said due to poor awareness, many provisions in the Act were flouted by the companies involved in the production and distribution of IFS.