Breastfeeding babies until at least they are six months old is very important .The advantages of breastfeeding are numerous. Breastfed infants are not only protected against many childhood diseases but also have an enhanced brain and nervous system development and are protected against many health problems later in their life.
However, the number of women turning to formula milk before the recommended six-month period is rising with each passing day. Many say that the reason behind this is the formula milk ads that use slogans such as ‘even closer to breast milk‘, ‘the closest to breast milk‘ for luring women into giving up breastfeeding. Owing to this, a coalition comprising the National Childbirth Trust, Save The Children and Unicef are seeking a total advertising ban on formula milk ads.
In England, companies are not permitted to endorse formula milk for babies under six months of age. However, the coalition alleges that the companies are exploiting loopholes in England’s policy and beguiling parents by advertising ‘follow-on‘ milk for infants with the same name and logo as the ‘follow-on‘ milks for older babies. This has made the two products “virtually indistinguishable” to the consumers.
The controversy has erupted owing to the crumbling numbers of women breastfeeding their infants. In the United Kingdom, of the 76% women that start out breastfeeding their newborns, only about 25% of mothers continue breastfeeding their infants until they are six months of age.
A study commissioned by the Infant and Dietetic Foods Association (IDFA) sites different reasons as to why mothers give up breastfeeding and switch to bottlefeeding their infants. Researching on women’s experiences of infant feeding, Dr.Ellie Lee of the University of Kent says that baby milk ads have little bearing on a woman’s decision to switch from breastfeeding to bottlefeeding her infant. According to Dr.Lee, the decision has more to do with the circumstances a woman is faced with. Dr.Lee says that,
Some do it because of the pain of feeding or so they can feed their child at more regular intervals, some so they can share responsibility for feeding the baby, others because they are thinking of going back to work.
The latest European Union (EU) directive states that the data provided on follow-on milk products must not counter the encouragement of breastfeeding. Keeping in mind all these aspects, the Food Standards Agency is reviewing England’s policy as well as it is formulating regulations regarding endorsement of formula milk in accordance with the EU directive.
