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{|border=1
| <center>Time</center>
|<center>Narration</center>

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| 00:00
| Welcome to the '''spoken tutorial''' on the Indian law to protect breastfeeding.

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| 00:06
| In this tutorial, we will learn about:

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| 00:09
| Infant milk substitutes or '''IMS'''.

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| 00:13
| The IMS Act.

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| 00:16
| Let us first understand what are infant milk substitutes?

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| 00:23
| Infant milk substitutes are also called '''IMS'''.

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| 00:29
| IMS are baby foods presented as a partial

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| 00:33
| or total replacement for breast milk.

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| 00:39
| They include all commercial baby foods for infants upto 2 years old.

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| 00:48
| In this tutorial, we will refer to IMS as commercial baby foods or baby foods.

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| 00:58
| Why do people use commercial baby foods?

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| 01:03
| There are 5 major reasons for the popular use of commercial baby foods.

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| 01:11
| The first reason is the myth that compares commercial baby foods to breast milk.

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| 01:20
| It is believed that they are as good as breast milk.

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| 01:26
| They can substitute breastfeeding completely.

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| 01:31
| Some uninformed people may believe them to be better than breast milk.

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| 01:40
| This myth is popular because their harms are not known or seen easily.

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| 01:48
| People are not guided about their harmful effects properly.

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| 01:54
| Also, the marketing techniques portray them to be equivalent to breastmilk.

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| 02:02
| Even many doctors or health care workers are not aware of their harmful effects.

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| 02:10
| They do not know the losses caused by not breastfeeding.

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| 02:17
| Hence, commercial baby foods are not considered dangerous by most people.

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| 02:25
| There is a general social acceptance of commercial baby foods.

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| 02:32
| This applies to feeding bottles and artificial nipples as well.

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| 02:39
| No commercial baby food can be equivalent to breastfeeding.

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| 02:46
| They may imitate the common constituents of breast milk.

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| 02:52
| Common constituents include proteins, calories or fats.

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| 02:59
| However, they cannot have the numerous constituents of breast milk.

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| 03:06
| Also, breast milk varies for each mother and her baby.

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| 03:13
| Commercial baby foods do not have this quality.

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| 03:18
| They are the same for all mothers and babies.

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| 03:24
| They also do not have the psycho-emotional benefits of breastfeeding.

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| 03:31
| They are very well known to cause undernutrition or obesity.

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| 03:38
| They also cause infectious and noninfectious diseases.

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| 03:44
| These diseases include cardiovascular problems

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| 03:48
| and allergies.

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| 03:51
| Their worst effect is that they make breastfeeding seem unimportant for babies.

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| 03:59
| They stop people from seeing that breastfeeding is free and the best.

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| 04:08
| The 2nd reason for using baby foods is that they seem like an easy shortcut.

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| 04:16
| Breastfeeding is a skill.

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| 04:19
| It takes time and effort to learn or assist the proper breastfeeding technique.

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| 04:28
| There could be problems while learning how to breastfeed.

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| 04:34
| Mother needs the family’s support to breastfeed at home.

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| 04:40
| She also needs society's support to breastfeed outside home or at work.

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| 04:49
| Therefore, commercial baby foods are considered as convenient alternatives.

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| 04:57
| Let’s discuss the third reason for the use of commercial baby foods now.

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| 05:04
| Not well informed health care workers use baby foods as an easy solution.

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| 05:12
| They may not know how to help mothers to breastfeed properly.

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| 05:18
| So, in a problematic situation, they recommend commercial baby foods by default.

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| 05:27
| The 4th reason for using baby foods is their heavy promotion by manufacturers.

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| 05:36
| Scientific words and rewards are used to convince people to buy baby foods.

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| 05:44
| They are used to convince health care workers to prescribe baby foods easily.

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| 05:52
| The 5th reason for using baby foods is the emotional weakness of new mothers.

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| 06:01
| Their worries increase during their own problems.

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| 06:06
| They also increase during disasters such as floods or the COVID-19 crisis.

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| 06:16
| They lose confidence and feel that breast milk won’t be enough for their baby.

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| 06:23
| They start believing the wrong advice on the usefulness of baby foods.

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| 06:31
| Then they start using commercial baby foods.

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| 06:37
| Now let’s discuss the history of commercial baby foods promotion briefly.

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| 06:45
| Since its invention, the promotion has made breastfeeding look unimportant.

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| 06:53
| Their companies directly target pregnant or lactating women and health workers.

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| 07:02
| They try to promote baby foods through nutrition or breastfeeding workshops.

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| 07:09
| They do free product distribution during emergencies like floods or earthquakes.

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| 07:19
| They also try to promote baby foods at grocery stores and medical stores.

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| 07:27
| Commercial baby foods are prominently displayed in the stores.

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| 07:33
| They use incentives to lure people to buy and use commercial baby foods.

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| 07:42
| Health activists realised how harmful these strategies are for babies.

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| 07:50
| Infancy is a vulnerable period of life.

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| 07:55
| Inappropriate feeding practices like improper use of baby foods are very risky.

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| 08:05
| So, the regulation of commercial baby foods promotion requires special laws.

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| 08:14
| Therefore, the '''International Code of Marketing of Breastmilk Substitutes''' was created.

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| 08:23
| It was adopted by the '''World Health Assembly''' in 1981.

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| 08:30
| This urged all countries to make laws regulating the marketing of baby foods.

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| 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”'''.

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| 08:57
| It is also called the IMS Act.

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| 09:02
| There are many laws passed by all the countries enacting the code.

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| 09:09
| Among all the laws, the IMS Act is one of the most stringent laws.

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| 09:17
| The provisions of the IMS Act are very clearly put up by '''BPNI'''.

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| 09:25
| '''BPNI''' is the '''Breastfeeding Promotion Network of India'''.

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| 09:32
| Now, let’s discuss the 10 violations of the IMS Act.

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| 09:39
| The IMS Act is considered violated if:

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| 09:44
| A food is promoted by any means specifically for children up to 2 years of age.

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| 09:53
| The name of the food doesn’t matter.

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| 09:57
| If the products under the scope of the IMS Act are advertised.

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| 10:04
| This includes infant milk substitutes, feeding bottles and infant food.

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| 10:12
| Any ad in any form or any medium violates the IMS act.

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| 10:20
| It includes TV, newspapers, magazines, journals, radio, SMS advertisements.

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| 10:30
| It also includes social media, billboards, banners and other advertisements.

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| 10:39
| If the product or its samples are distributed to any person directly.

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| 10:47
| This includes pregnant women or lactating women.

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| 10:53
| If any kind of incentive is offered to use or sell the product.

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| 11:01
| Incentives could be discounts or free gifts, etc.

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| 11:08
| If educational material related to the promotion of IMS is distributed.

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| 11:16
| If the labels of these products carry specific pictures for increasing sales.

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| 11:24
| These pictures could be of mothers, babies, cartoons, graphics, etc.

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| 11:33
| If a hospital, nursing home, chemist shop promotes IMS in any way.

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| 11:41
| This includes displaying placards or posters of IMS companies.

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| 11:49
| If money or gifts are offered to health workers or their family to promote IMS.

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| 11:58
| If an IMS company or its distributor provides direct or indirect contributions.

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| 12:08
| It includes funding for seminars,

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| 12:11
| meetings,

conferences

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| 12:14
| or educational courses.

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| 12:17
| It also includes sponsorships,

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| 12:21
| research grants or fellowships.

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| 12:25
| Sponsorship of health workers or their associations is also not allowed.

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| 12:33
| If the volume of sales of IMS is the basis for fixing the sales commission.

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| 12:42
| By doing so, the IMS company or its product distributor violates the IMS Act.

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| 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.

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| 13:11
| It involves only 2 simple steps to report a violation.

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| 13:17
| When you detect any violation, open the application.

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| 13:23
| Click the tab in the menu 'Report promotion of baby foods or feeding bottles'.

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| 13:32
| The reporting page will open.

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| 13:36
| Provide necessary information in the designated columns.

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| 13:42
| Attach any photograph or document if you have.

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| 13:48
| Submit it.

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| 13:51
| Remember, IMS companies may state the benefits of breastfeeding in their ads.

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| 13:59
| However, any such ad still makes a mother doubt her plan to breastfeed.

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| 14:07
| Their ads are designed to sell baby foods to as many mothers as possible.

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| 14:14
| The sooner a mother stops breastfeeding, the more formula is purchased.

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| 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.

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

Bellatony911: Created page with "{|border=1 | Time |Narration |- | 00:00 | Welcome to the '''spoken tutorial''' on the Indian law to protect breastfeeding. |- | 00:06 | In..."