DOH to screen infant milk ads; breastmilk still best for babies

The Department of Health said on Thursday it will screen the advertisements of infant formula milk to prevent them from overshadowing the healthy benefits of breast milk. The health department said it has revised its "milk code" to regulate the advertising of milk substitutes that tend to "undermine" the benefits of breastmilk. "The total effect should not directly or indirectly suggest that buying their product would produce better individuals, or resulting in greater love, intelligence, ability, harmony, or in any matter bring better health to the baby or other such exaggerated and unsubstantiated claim," the revised milk code stated which takes effect on July 7. The new code also prohibits the use of either texts or images of infants with their mothers or any relative or caregiver in all advertisements. In addition, all health workers and health care facilities are forbidden from accepting samples and sponsorships from milk companies. The Milk Code, signed in 1986, failed to go after erring milk manufacturers that are being blamed for the country's low breastfeeding rate. Government data showed that the average duration of exclusive breastfeeding in the Philippines has gone down from 1.4 months in 1998 to 24 days in 2003. The international standard recommendation is six months exclusive breastfeeding that can later be combined with other foods until two years. - GMANews.TV