Health-and-Nutrition/C2/Indian-Law-to-Protect-Breastfeeding/English-timed

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Time
Narration
00:00 Welcome to the spoken tutorial on the Indian law to protect breastfeeding.
00:06 In this tutorial, we will learn about:
00:09 Infant milk substitutes or IMS.
00:13 The IMS Act.
00:16 Let us first understand what are infant milk substitutes?
00:23 Infant milk substitutes are also called IMS.
00:29 IMS are baby foods presented as a partial
00:33 or total replacement for breast milk.
00:39 They include all commercial baby foods for infants upto 2 years old.
00:48 In this tutorial, we will refer to IMS as commercial baby foods or baby foods.
00:58 Why do people use commercial baby foods?
01:03 There are 5 major reasons for the popular use of commercial baby foods.
01:11 The first reason is the myth that compares commercial baby foods to breast milk.
01:20 It is believed that they are as good as breast milk.
01:26 They can substitute breastfeeding completely.
01:31 Some uninformed people may believe them to be better than breast milk.
01:40 This myth is popular because their harms are not known or seen easily.
01:48 People are not guided about their harmful effects properly.
01:54 Also, the marketing techniques portray them to be equivalent to breastmilk.
02:02 Even many doctors or health care workers are not aware of their harmful effects.
02:10 They do not know the losses caused by not breastfeeding.
02:17 Hence, commercial baby foods are not considered dangerous by most people.
02:25 There is a general social acceptance of commercial baby foods.
02:32 This applies to feeding bottles and artificial nipples as well.
02:39 No commercial baby food can be equivalent to breastfeeding.
02:46 They may imitate the common constituents of breast milk.
02:52 Common constituents include proteins, calories or fats.
02:59 However, they cannot have the numerous constituents of breast milk.
03:06 Also, breast milk varies for each mother and her baby.
03:13 Commercial baby foods do not have this quality.
03:18 They are the same for all mothers and babies.
03:24 They also do not have the psycho-emotional benefits of breastfeeding.
03:31 They are very well known to cause undernutrition or obesity.
03:38 They also cause infectious and noninfectious diseases.
03:44 These diseases include cardiovascular problems
03:48 and allergies.
03:51 Their worst effect is that they make breastfeeding seem unimportant for babies.
03:59 They stop people from seeing that breastfeeding is free and the best.
04:08 The 2nd reason for using baby foods is that they seem like an easy shortcut.
04:16 Breastfeeding is a skill.
04:19 It takes time and effort to learn or assist the proper breastfeeding technique.
04:28 There could be problems while learning how to breastfeed.
04:34 Mother needs the family’s support to breastfeed at home.
04:40 She also needs society's support to breastfeed outside home or at work.
04:49 Therefore, commercial baby foods are considered as convenient alternatives.
04:57 Let’s discuss the third reason for the use of commercial baby foods now.
05:04 Not well informed health care workers use baby foods as an easy solution.
05:12 They may not know how to help mothers to breastfeed properly.
05:18 So, in a problematic situation, they recommend commercial baby foods by default.
05:27 The 4th reason for using baby foods is their heavy promotion by manufacturers.
05:36 Scientific words and rewards are used to convince people to buy baby foods.
05:44 They are used to convince health care workers to prescribe baby foods easily.
05:52 The 5th reason for using baby foods is the emotional weakness of new mothers.
06:01 Their worries increase during their own problems.
06:06 They also increase during disasters such as floods or the COVID-19 crisis.
06:16 They lose confidence and feel that breast milk won’t be enough for their baby.
06:23 They start believing the wrong advice on the usefulness of baby foods.
06:31 Then they start using commercial baby foods.
06:37 Now let’s discuss the history of commercial baby foods promotion briefly.
06:45 Since its invention, the promotion has made breastfeeding look unimportant.
06:53 Their companies directly target pregnant or lactating women and health workers.
07:02 They try to promote baby foods through nutrition or breastfeeding workshops.
07:09 They do free product distribution during emergencies like floods or earthquakes.
07:19 They also try to promote baby foods at grocery stores and medical stores.
07:27 Commercial baby foods are prominently displayed in the stores.
07:33 They use incentives to lure people to buy and use commercial baby foods.
07:42 Health activists realised how harmful these strategies are for babies.
07:50 Infancy is a vulnerable period of life.
07:55 Inappropriate feeding practices like improper use of baby foods are very risky.
08:05 So, the regulation of commercial baby foods promotion requires special laws.
08:14 Therefore, the International Code of Marketing of Breastmilk Substitutes was created.
08:23 It was adopted by the World Health Assembly in 1981.
08:30 This urged all countries to make laws regulating the marketing of baby foods.
08:39 India passed the “Infant Milk Substitutes, Feeding Bottles and Infant Foods (Regulation of Production, Supply and Distribution) Act 1992, and Amendment Act 2003”.
08:57 It is also called the IMS Act.
09:02 There are many laws passed by all the countries enacting the code.
09:09 Among all the laws, the IMS Act is one of the most stringent laws.
09:17 The provisions of the IMS Act are very clearly put up by BPNI.
09:25 BPNI is the Breastfeeding Promotion Network of India.
09:32 Now, let’s discuss the 10 violations of the IMS Act.
09:39 The IMS Act is considered violated if:
09:44 A food is promoted by any means specifically for children up to 2 years of age.
09:53 The name of the food doesn’t matter.
09:57 If the products under the scope of the IMS Act are advertised.
10:04 This includes infant milk substitutes, feeding bottles and infant food.
10:12 Any ad in any form or any medium violates the IMS act.
10:20 It includes TV, newspapers, magazines, journals, radio, SMS advertisements.
10:30 It also includes social media, billboards, banners and other advertisements.
10:39 If the product or its samples are distributed to any person directly.
10:47 This includes pregnant women or lactating women.
10:53 If any kind of incentive is offered to use or sell the product.
11:01 Incentives could be discounts or free gifts, etc.
11:08 If educational material related to the promotion of IMS is distributed.
11:16 If the labels of these products carry specific pictures for increasing sales.
11:24 These pictures could be of mothers, babies, cartoons, graphics, etc.
11:33 If a hospital, nursing home, chemist shop promotes IMS in any way.
11:41 This includes displaying placards or posters of IMS companies.
11:49 If money or gifts are offered to health workers or their family to promote IMS.
11:58 If an IMS company or its distributor provides direct or indirect contributions.
12:08 It includes funding for seminars,
12:11 meetings,

conferences

12:14 or educational courses.
12:17 It also includes sponsorships,
12:21 research grants or fellowships.
12:25 Sponsorship of health workers or their associations is also not allowed.
12:33 If the volume of sales of IMS is the basis for fixing the sales commission.
12:42 By doing so, the IMS company or its product distributor violates the IMS Act.
12:51 Please report these violations immediately.
12:56 To do so, you can use the BPNI STANPAN SURAKSHA mobile application.
13:05 This application is very user-friendly.
13:11 It involves only 2 simple steps to report a violation.
13:17 When you detect any violation, open the application.
13:23 Click the tab in the menu 'Report promotion of baby foods or feeding bottles'.
13:32 The reporting page will open.
13:36 Provide necessary information in the designated columns.
13:42 Attach any photograph or document if you have.
13:48 Submit it.
13:51 Remember, IMS companies may state the benefits of breastfeeding in their ads.
13:59 However, any such ad still makes a mother doubt her plan to breastfeed.
14:07 Their ads are designed to sell baby foods to as many mothers as possible.
14:14 The sooner a mother stops breastfeeding, the more formula is purchased.
14:21 This is why IMS companies try to make breastfeeding seem unimportant.
14:30 Breastfeeding is essential for a baby at least until 2 years of age.
14:38 The correct breastfeeding technique is important for breastfeeding adequately.
14:45 It is discussed in other tutorials in the same series.
14:51 This brings us to the end of this tutorial.

Thank you for joining.

Contributors and Content Editors

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