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

Visual Cue	Narration
Slide Number 1 Title Slide	Welcome to the spoken tutorial on the Indian law to protect breastfeeding.
Image: Infant milk substitutes Image: The IMS Act	In this tutorial, we will learn about: infant milk substitutes or IMS the IMS Act
Image: Infant milk substitutes with a question mark	Let us first understand what are infant milk substitutes?
Image: IMS or Infant milk substitutes Image: IMS is equal to partial or total replacement for breast milk	Infant milk substitutes are also called IMS. IMS are baby foods presented as a partial or total replacement for breast milk. They include all commercial baby foods for infants upto 2 years old. In this tutorial, we will refer to IMS as commercial baby foods or baby foods.
Image: People using IMS Image: Collage of 5 major reasons for the popular use of IMS	Why do people use commercial baby foods? There are 5 major reasons for the popular use of commercial baby foods.
Image: Myth that compares IMS to breast milk Image: IMS is believed to be as good as breast milk Image: Myth - IMS can be given instead of breast milk	The first reason is the myth that compares commercial baby foods to breast milk. It is believed that they are as good as breast milk. They can substitute breastfeeding completely. Some uninformed people may believe them to be better than breast milk.
Image: Collage of harmful effects of IMS Image: Doctor showing the harmful effects of IMS to people Image: IMS marketing techniques portray them to be equivalent to breast milk Image: Doctors and health care workers are not aware of the harmful effects of IMS Image: Collage of losses caused by not breastfeeding - stunting, obesity, low immunity, low IQ. Image: IMS are not considered dangerous by most people Image: General social acceptance of IMS Image: Feeding bottles and artificial nipples	This myth is popular because their harms are not known or seen easily. People are not guided about their harmful effects properly. Also, the marketing techniques portray them to be equivalent to breastmilk. Even many doctors or health care workers are not aware of their harmful effects. They do not know the losses caused by not breastfeeding. Hence, commercial baby foods are not considered dangerous by most people. There is a general social acceptance of commercial baby foods. This applies to feeding bottles and artificial nipples as well.
Image: IMS is NOT equivalent to breastfeeding Image: IMS imitates the common constituents of breast milk Image: Protein Image: Calories Image: Fat	No commercial baby food can be equivalent to breastfeeding. They may imitate the common constituents of breast milk. Common constituents include proteins, calories or fats.
Image: IMS does not have the numerous biological constituents of breast milk Image: Breast milk varies for each mother and her baby Image: IMS is the same for all mothers and babies Image: Breastfeeding Image: IMS causes malnutrition Image: IMS causes obesity Image: IMS causes infectious and noninfectious diseases Image: Cardiovascular problems Image: Allergies	However, they cannot have the numerous constituents of breast milk. Also, breast milk varies for each mother and her baby. Commercial baby foods do not have this quality. They are the same for all mothers and babies. They also do not have the psycho-emotional benefits of breastfeeding. They are very well known to cause undernutrition or obesity. They also cause infectious and noninfectious diseases. These diseases include cardiovascular problems and allergies.
Image: IMS undermines breastfeeding for many babies Image: IMS stops people from seeing that breastfeeding is free and the best	Their worst effect is that they make breastfeeding seem unimportant for babies. They stop people from seeing that breastfeeding is free and the best.
Image: Second reason is equal to IMS is an easy to do shortcut Image: Breastfeeding Image: Breastfeeding takes time and effort to learn Image: It takes time and effort to assist the proper breastfeeding technique Image: Problems while learning how to breastfeed - nipple soreness, breast conditions. Image: Mother needs the family’s support to breastfeed at home Image: Mother needs society’s support to breastfeed outside or at work Image: IMS is considered as an easy alternative	The 2nd reason for using baby foods is that they seem like an easy shortcut. Breastfeeding is a skill. It takes time and effort to learn or assist the proper breastfeeding technique. There could be problems while learning how to breastfeed. Mother needs the family’s support to breastfeed at home. She also needs society's support to breastfeed outside home or at work. Therefore, commercial baby foods are considered as convenient alternatives.
Image: 3rd reason for the use of IMS = Not well informed health care workers use IMS as an easy solution Image: They may not know how to help mothers to breastfeed properly Image: In a problematic situation like any breast condition or wrong technique, untrained health care workers recommend IMS by default.	Let’s discuss the third reason for the use of commercial baby foods now. Not well informed health care workers use baby foods as an easy solution. They may not know how to help mothers to breastfeed properly. So, in a problematic situation, they recommend commercial baby foods by default.
Image: 4th reason = Heavy promotion of IMS by the manufacturers Image: Scientific words and rewards are used to convince people to buy IMS Image: Health care workers prescribe IMS easily	The 4th reason for using baby foods is their heavy promotion by manufacturers. Scientific words and rewards are used to convince people to buy baby foods. They are used to convince health care workers to prescribe baby foods easily.
Image: 5th reason = IMS is used by emotionally vulnerable new mothers Image: The worries of new mothers increase during disasters such as floods and the COVID-19 crisis Image: New mothers lose confidence and feel that breast milk won’t be enough for their baby. Image: New mothers start believing in the wrong advice on the usefulness of IMS Image: New mothers start using IMS	The 5th reason for using baby foods is the emotional weakness of new mothers. Their worries increase during their own problems. They also increase during disasters such as floods or the COVID-19 crisis. They lose confidence and feel that breast milk won’t be enough for their baby. They start believing the wrong advice on the usefulness of baby foods. Then they start using commercial baby foods.
Image: History of IMS promotion Image: IMS promotion tries to undermine breastfeeding Image: IMS companies directly target pregnant or lactating women and health workers. Image: IMS companies try to promote IMS through nutrition or breastfeeding workshops Image: They do free distribution of IMS during emergencies like floods or earthquakes. Image: IMS promoted in medical stores Image: IMS products are prominently displayed in the stores Image: IMS companies use incentives to lure people to buy and use IMS	Now let’s discuss the history of commercial baby foods promotion briefly. Since its invention, their promotion has made breastfeeding look unimportant. Their companies directly target pregnant or lactating women and health workers. They try to promote baby foods through nutrition or breastfeeding workshops. They do free product distribution during emergencies like floods or earthquakes. They also try to promote baby foods at grocery stores and medical stores. Commercial baby foods are prominently displayed in the stores. They use incentives to lure people to buy and use commercial baby foods.
Image: Health activists realised how harmful the IMS promotion strategies are for babies Image: Infancy is a vulnerable period of life Image: In infancy, improper use of IMS is very risky Image: Regulation of IMS promotion requires special laws Image: International Code of Marketing Breastmilk Substitutes was created Image: International Code of Marketing Breastmilk Substitutes was adopted by the World Health Assembly in 1981 Image: All countries made laws regulating the marketing of IMS	Health activists realised how harmful these strategies are for babies. Infancy is a vulnerable period of life. Inappropriate feeding practices like improper use of baby foods are very risky. So, the regulation of commercial baby foods promotion requires special laws. Therefore, the International Code of Marketing of Breastmilk Substitutes was created. It was adopted by the World Health Assembly in 1981. This urged all countries to make laws regulating the marketing of baby foods.
Image: India passed the IMS Act 1992 and the amendment act 2003 Image: IMS act is one of the most stringent laws among the laws passed by all countries enacting the code. Image: The provisions of the IMS act are put up by BPNI	India passed the “Infant Milk Substitutes, Feeding Bottles and Infant Foods (Regulation of Production, Supply and Distribution) Act 1992, and Amendment Act 2003”. It is also called the IMS Act. There are many laws passed by all the countries enacting the code. Among all the laws, the IMS Act is one of the most stringent laws. The provisions of the IMS Act are very clearly put up by BPNI. BPNI is the Breastfeeding Promotion Network of India.
Image: Collage of the 10 violations of the IMS Act Image: The name of the food doesn’t matter as long as it is promoted for children upto 2 years of age.	Now, let’s discuss the 10 violations of the IMS Act. The IMS Act is considered violated if: 1. A food is promoted by any means specifically for children up to 2 years of age. The name of the food doesn’t matter.
Image: The IMS Act is violated if the products under the scope of the IMS Act are advertised - collage of products under the scope of the IMS Act. Image: Infant milk powders Image: Feeding bottles Image: Infant food packets Image: Collage of IMS ads on different mediums Image: Ad on TV Image: Ad in a newspaper Image: Ad in a magazine Image: Ad in a journal Image: Ad on the radio Image: Ad in an SMS Image: Ad on social media Image: Ad on a billboard Image: Ad on a banner	2. If the products under the scope of the IMS Act are advertised. This includes infant milk substitutes, feeding bottles and infant food. Any ad in any form on any medium violates the IMS act. It includes TV, newspapers, magazines, journals, radio, SMS advertisements. It also includes social media, billboards, banners and other advertisements.
Image: IMS Act is violated if the product or its samples are distributes to any person directly Image: Product is distributed directly to a pregnant women Image: Product is distributed directly to a lactating women	3. If the product or its samples are distributed to any person directly. This includes pregnant women or lactating women.
Image: IMS is violated if any incentive is offered to use or sell the product Image: Discounts Image: Free gifts	4. If any kind of incentive is offered to use or sell the product. Incentives could be discounts or free gifts, etc.
Image: IMS act is violated if educational material related to the promotion of IMS is distributed.	5. If educational material related to the promotion of IMS is distributed.
Image: IMS act is violated if the labels of these products carry specific pictures for increasing sales - Collage Image: Label on the IMS box has pictures of mothers Image: Label has pictures of babies Image: Label has pictures of cartoons Image: Label has pictures of graphics	6. If the labels of these products carry specific pictures for increasing sales. These pictures could be of mothers, babies, cartoons, graphics, etc.
Image: IMS Act is violated when a hospital promotes IMS Image: Nursing home promotes IMS Image: Chemist shop promotes IMS Image: Placards about IMS are displayed in a hospital Image: Posters of IMS companies are displayed in a chemist shop	7. If a hospital, nursing home, chemist shop promotes IMS in any way. This includes displaying placards or posters of IMS companies.
Image: Money or gifts are offered to health workers or their family by IMS companies to promote IMS	8. If money or gifts are offered to health workers or their family to promote IMS.
Image: An IMS company or its distributor provides direct or indirect contributions. Images: Funding for seminars Image: Funding for meetings Image: Funding for conference Image: Funding for educational courses. Image: Sponsorships Image: Research grants Image: Fellowships Image: Sponsorship of health workers or their associations is not allowed	9. If an IMS company or its distributor provides direct or indirect contributions. It includes funding for seminars, meetings, conferences or educational courses. It also includes sponsorships, research grants or fellowships. Sponsorship of health workers or their associations is also not allowed.
Image: The volume of sales of IMS is the basis for fixing the sales commission = violation of the act by the IMS company	10. If the volume of sales of IMS is the basis for fixing the sales commission. By doing so, the IMS company or its product distributor violates the IMS Act.
Image: Collage of IMS Act violations Image: BPNI stanpan suraksha app Image: User-friendly app	Please report these violations immediately. To do so, you can use the BPNI STANPAN SURAKSHA mobile application. This application is very user-friendly.
Image: Collage of 2 steps to report a violation on the app Image: A violation is detected Image: Opening the application Image: Clicking the tab in the menu 'report promotion of baby foods or feeding bottles' Image: Reporting page opens Image: Adding necessary information in the designated columns Image: Attaching photograph or document of violation Image: Submitting the report	It involves only 2 simple steps to report a violation. When you detect any violation, open the application. Click the tab in the menu 'Report promotion of baby foods or feeding bottles'. The reporting page will open. Provide necessary information in the designated columns. Attach any photograph or document if you have. Submit it.
Image: IMS ads show benefits of breastfeeding - collage Image: IMS ad makes a mother doubt her plan to breastfeed	Remember, IMS companies may state the benefits of breastfeeding in their ads. However, any such ad still makes a mother doubt her plan to breastfeed.
Image: IMS ads are designed to sell IMS to as many mothers as possible Image: Mother phases out breastfeeding and purchases formula Image: IMS companies try to make breastfeeding seem unimportant	Their ads are designed to sell baby foods to as many mothers as possible. The sooner a mother stops breastfeeding, the more formula is purchased. This is why IMS companies try to make breastfeeding seem unimportant.
Image: Breastfeeding a baby upto 2 years of age Image: Correct breastfeeding technique Image: Collage of correct breastfeeding technique discussed in other tutorials	Breastfeeding is essential for a baby at least until 2 years of age. The correct breastfeeding technique is important for breastfeeding adequately. It is discussed in other tutorials in the same series.
Slide Number 2 Acknowledgement Slide Number 3 Disclaimer	This brings us to the end of this tutorial. Thank you for joining.

Contributors and Content Editors

Bellatony911