Tuesday, June 12, 2012

2013 Advertising of Baby Milk is Banned

Jakarta - For a long time we have seen shows on almost all private televisions that offer various types of advertising for baby milk products, so in 2013 these ads will not appear again. Because, effective from March 1, 2013 producers or distributors of formula milk for babies can only promote their products in special health print media. Manufacturers and distributors are also required to obtain ministerial permission, and provide information that formula milk is not a substitute for breast milk. In addition, producers of formula milk are prohibited from providing samples of free products, offering their products directly to homes, and giving discounts or bonuses as a form of promotion.

The Ministry of Health's Director General of Nutrition and Mother and Child Health Development, Slamet Riyadi, stated, along with the passing of government regulations on exclusive breastfeeding, starting in 2013 the government would tighten the rules for the promotion of infant formula milk "Later, there will be no more promotion of milk as hard as now," Slamet said on Friday (06/09/2012).

Manufacturers and distributors of formula milk are also prohibited from using health workers to provide information about infant formula milk. They may not give gifts or grants other than for the purpose of financing training, research and development activities, scientific meetings and or similar activities. Thus, he said, there were no more free sample products or free knick-knacks for new mothers from health workers. "All of these things will be regulated. Because of that, most of them are covert forms of promotion," said Slamet.
Even though producers and distributors of infant formula want to provide social assistance, they are required to follow the rules. For example, giving formula milk assistance during training activities, the assistance is required not to bind and does not display the logo or name of the formula during the event.

The recipient of the assistance is also obliged to give a written statement to the minister regarding the assistance. Aid recipients are also required to provide a report on the use of the aid a maximum of three months after the assistance is received.
According to Slamet, tightening the promotion of formula milk was done in order to suppress the swift promotion of formula milk. Based on data from the Ministry of Health, incessant promotion is one of the causes of the low rate of exclusive breastfeeding by mothers to infants.
But he ensured that the tightening of promotions would not harm producers and distributors of formula milk. Because, the tightening of the promotion is only for giving formula milk to babies aged six months and under. "I must emphasize, please do not disturb the baby aged six months and under," said Slamet.

On the other hand, the promotion of formula milk for babies aged seven months and over and pregnant women is not prohibited. He hopes that milk producers and distributors will work together to succeed the nutrition improvement program for infants and children.
Government Regulations concerning the Provision of Exclusive ASI are derived from the Health Act. The regulation was passed on March 1 and will begin effective on March 1, 2013.
Exclusive breastfeeding is giving breast milk to babies from birth for six months without adding and or substituting other foods or drinks. This, said Slamet, can help develop children optimally because all the nutrients needed by the baby in the development period of its gold are only found in breast milk and cannot be replaced with any formula milk.

Based on data from the Ministry of Health, the incessant promotion of formula milk is one of the causes of low rates of exclusive breastfeeding by mothers to infants. The national average number of babies with exclusive exclusive breastfeeding is 33.6 percent. "Almost all mothers in Indonesia do not give exclusive breastfeeding to their babies. In fact, in eastern Indonesia, the figure is below the national average," said Slamet.
Actually, he said, the percentage had improved considering that, in 2004, the rate of exclusive breastfeeding for infants under 6 months was only 19.5 percent. "There is an increase, but the number is not encouraging," said Slamet.
Meanwhile, a member of the Indonesian House of Representatives Health Commission, Rieke Dyah Pitaloka, said that the promotion of formula milk was tight because it was important to educate the public. "It's useless if there are rules but education to the community about the importance of breastfeeding is not there. It's the government's responsibility, and it has been budgeted, really," he said.
The issue of using formula milk by mothers, according to Rieke, cannot be simplified simply because of the large amount of formula milk. "People who do not give breast milk have many reasons. Mothers do not give breast milk because the milk does not come out or is not good," he said.

Manfaat ASI

The following are some of the advantages of Mother's Milk (ASI) which is irreplaceable by formula milk or any additional food:

1. ASI Rich in Important Substances Needed by Babies

When compared to breast milk with canned milk products or formulas for the baby, breast milk remains superior and invincible. Because breast milk has all the important ingredients needed by the baby such as; DHA, AA, Omega 6, lactose, taurine, protein, lactobasius, vitamin A, colostrum, fat, iron, lactoferrin and lysozyme are all in the right dosage and composition for babies, therefore breast milk is far superior to any milk.

2. ASI as a means to bring the mother closer to the baby

ASI, being the main food of the baby, as well as its use as a main source of breast milk also plays a role in bringing closer the close proximity of the soul between the mother and the child. It is no longer a secret that children who get exclusive breastfeeding from the mothers will tend to have a closer and better relationship than infants who do not get breastfeeding.

3. ASI provides optimal immunity for babies

Because breast milk has many advantages in essential substances contained in it that make babies develop optimally. Breast milk also has other advantages for the formation of the baby's immune system. The immune system is a very crucial system for the baby, the better the child's immune system will make the child less sick. Compared to babies who don't get breast milk, babies who get breast milk have a much better immune system or immune system.

4. Breast milk is not stale and always fresh

Unlike other milk, breast milk will not be stale, because breast milk is directly produced in the mother's breast without the interference of chemicals, the most important as long as the intake of food consumed by the mother is nutritionally balanced and appropriate, the milk produced is of good quality.

5. ASI is more hygienic than other milk

Because breastmilk is given directly through the mother's nipple with breast milk stored in the mother's breast, it will keep the breast milk sterile and with the right temperature for the baby's needs. When compared with formula milk or canned milk, both of them need a tool in the form of a pacifier bottle to be consumed by the baby. Sterilization of milk like this needs to be considered again, because in the process of making milk and putting it in the bottle there are many possibilities that the milk is contaminated with other compounds, whether from the milk itself has been polluted, the water used is not necessarily sterile and the essential bottle is used to drink the baby is also not necessarily free of germs.

6. Breastfeeding Become a Good Protector

ASI is a good protector for the baby from various diseases or incidents such as sudden infant death, digestive disorders, diarrhea, ear infections and others.

7. Breast milk will change according to baby's needs

ASI has a systematic way of working that is very unique, because by itself the components of breast milk will change according to the needs and age of the baby.

8. Breast milk is a protector of various food allergies

ASI is also able to stimulate the baby to be immune to various food ingredients, it is important to remember that in this case the diversity and balance of food consumed by the mother will also determine.

9. Breastfeeding is Right for Baby

ASI is very important, especially for babies aged 0-6 months, because at this age ASI is a mandatory food for the baby.

10. Useful for Mothers and Babies

The benefits of breastfeeding are not only for the baby but also for the mother, because by breastfeeding, the mother can release the tension in her breasts, besides minimizing the risk of the mother getting ovarian cancer, compared to women who do not give breast milk.

IWD/The Truth Seeker Media

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