Commentary
The Negative Role of Formula Milk Advertisements in Media and its Consequences
- Authors: Muhammad Nasir
Abstract
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Breast milk is secreted by the mammary gland of lactating mothers and is the cheapest sole nutrient source for feeding breastfed infants. Its protein, fat and carbohydrate contents are adequate from the quantitative and qualitative aspects for the growth and development of breastfed infants during the first six months of life. Additionally, it is a rich source of specific antibodies, hormones and immunoglobulins, which protect breastfed infants from many infectious diseases and possess positive health effects. The last decades witnessed the industrial production of breast milk substitutes, which are inferior in their quality compared to breast milk and more expensive. In 1981, an International Code was adopted by the World Health Assembly (WHA) to reduce inappropriate marketing and protect breastfeeding. Marketing of breast-milk alternatives such as many infant formulas are promoted to the consumers via a wide range of media coverage including newspapers, online communications and business websites. Such advertisement affects negatively cultural expectations by portraying supplement consumption as widespread, and cutting-edge. The expansion in the marketing and consumption of such products may be associated with deterioration in the nutritional and health status of infants and young children belonging to low-income households. In a research study published in 2003, ten million babies die before reaching their fifth birthday of life worldwide. Breastfeeding proved an especially successful strategy, with the potential to save 1.3 million lives. Formula use is associated with a higher likelihood of premature deaths and hospitalization.
- Keywords: Formula Milk Advertisements, Formula Milk, Neonates Mortality
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