Official websites use. Share sensitive information only on official, secure websites. Email: mtharaney fhi Marketing of breastmilk substitutes BMS continues to undermine breastfeeding globally, and low income countries experiencing rapid economic growth are especially vulnerable as expanding BMS markets. Keywords: Baby Friendly Hospital Initiative, breast milk substitutes, breastfeeding, child nutrition, infant formula, infant milk formula.
New mothers are commonly advised to feed BMS by health workers and family members and are exposed to BMS advertising through mass media. Strong actions are needed to prevent BMS promotions through the health system and community and increase health workers' knowledge of the Code and National BMS Decree; the implementation of a national Code monitoring and enforcement system is an important measure.
Breastfeeding helps prevent more than , deaths of children under the age of five each year Victora et al. In addition to preventing child morbidity and mortality and improving cognitive development, breastfeeding also reduces mothers' risk of breast and ovarian cancers and certain cardiovascular diseases Neovita Study Group, ; Sankar et al.
BMS companies began scaling up advertising and other promotions in LMICs in the s, often employing marketing tactics such as giving gifts to health workers and deploying staff dressed as nurses to provide product donations directly to mothers Brady, As the influence of such promotions spread, health providers and researchers noted significant increases in childhood illnesses and deaths linked to formula feeding Muller, Not only were infants missing out on the immunological benefits of breastmilk, but often, mothers mixed products improperly or with contaminated water, exposing children to diarrhoea and other infections Jelliffe, Subsequent WHA resolutions provide details and guidance for its effective implementation to reduce mothers' and health workers' exposure to inappropriate BMS marketing.
However, the International Code is not binding, and it is up to each member state to incorporate it into its national legislation and ensure its enforcement and monitoring. Significant gaps remain in adopting its various elements into national legislation World Health Organization, However, only 79 countries prohibit all forms of BMS promotion in health facilities, where health workers play a critical role in protecting and promoting breastfeeding.
