Infant Milk Substitutes, Feeding Bottles and Infant Foods (Regulation of Production, Supply and Distribution)1992Amendment Act, 2003

DR ARABINDA MOHANTY STATE CO-ORDINATOR, IMS ACT CELL,ODISHA

THE IMS ACT

Infant Milk Substitutes, Feeding Bottles & Infant Foods (Regulation of Production,

Supply & Distribution) Act,1992

[IMS ACT]

WHAT IS IT?

THE IMS ACT

PROTECTS BREAST FEEDING

• By controlling the marketing & promotional activities of baby food manufacturers (regulates production, supply and marketing).

• By ensuring proper use of Breast Milk Substitutes.

THE IMS ACT

NEED FOR THE ACT*The best possible start to life* A foundation for fulfilling the rights of the child* Provides ideal nutrition to the babies age and species specific* Protects against infections, allergies and asthma* Promotes physical, psychological, motor, mental and psychosocial growth and development.*Enhancement of cognitive development and better visual acuity* Prepares babies for better learning.* Reduction of under five child deaths*Reduces the risk of death of lbw baby

THE IMS ACT

NEED FOR THE ACTARTIFICIAL FEEDS – A multi-faceted witch!

BREAST FEEDING- WHY IMPORTANT FOR BABY ?•Greater immune health through antibody of colostrums•Lowers rate of infection•Protects from SIDS•Increases the intelligence in later life•Less chance of diabetes•Reduces risk of obesity•Less tendency to infection•Less necrotizing enterocollitis

THE IMS ACT

THE IMS ACT

• Enacted in 1992 – came into force on Aug 1st, 1993.

• Many Loopholes.

• Dept. of Women & Child Development (DWCD) formed a national task force.

• Amendment Bill to Parliament in March 2002.

• Passed by Parliament in June 2003.

• Came into force from Jan 1st 2004.

HISTORY BEHIND THE ACT

THE IMS ACT

1. Prohibit any kind of promotion.

2. Educate pregnant women & lactating mothers.

3. Restrict & Control use of Infant Milk Substitutes & Infant Foods.

4. Define roles & responsibilities of health care institutions & health workers.

OBJECTIVES

THE IMS ACT

1. NO advertisements.

2. NO free samples.

3. NO free/subsidised supply of IMS/educational material related to these products to any person.

KEY PROVISIONS

THE IMS ACT

• In May 1986, Govts. at the World Health Assembly urged a ban on donated supplies of baby milk. (WHA 39.28)

• Ending of free supplies in all countries is a target of the WHO/UNICEF BFHI.

• A hospital cannot be Baby Friendly if it receives free supplies of breast milk substitutes.

FREE SUPPLIES

THE IMS ACT

4. Labels on all IMS, FB, IF should say in English & local language that ‘Breast Feeding is the BEST’

NO pictures of women/infant/phrases on the labels that are designed to promote the sales of these products.

KEY PROVISIONS

THE IMS ACT

5. Clear guidelines for educational materials and advertisements whether audio/video dealing with pre & postnatal care/infant feeding.

6. NO POSTERS anywhere.

KEY PROVISIONS

THE IMS ACT

7. NO financial assistance of ANY kind.

8. NO commissions to ANY sales persons and employees.

KEY PROVISIONS

THE IMS ACT

1. Infant Milk Substitutes

2. Feeding bottles

3. Infant Foods

WHAT COMES UNDER THE ACT?

THE IMS ACT

1. Remove & destroy all ads.

2. Refuse to accept free samples.

3. Refuse to accept any gifts/compliments.

4. Avoid using growth charts, etc., with any brand names on it.

5. Avoid sponsorship.

6. DO NOT give free samples/material to mother.

7. Ensure mothers do NOT SEE formula feeds (if any) being used in the hospital.

ROLE OF HEALTH PROFESSIONALS

THE IMS ACT

1. Mother is no more.

2. Mother is very ill (temporary use).

3. Mother is relactating (temporary use).

4. Mother is HIV +ve & chooses to use a breast milk substitute.

5. Mother rejects infant (temporary use).

6. Infant dependent on artificial feeds (temp use).

ALTERNATIVE FEEDS – AGREED CRITERIA FOR USE

THE IMS ACT

1. “Stress makes milk dry up and so mother cannot feed…”

2. “Malnourished mothers cannot breast feed.”

3. “Babies with diarrhoea need water/tea.”

- BF will do.

- Severe diarrhoea: BF + ORS.

4. “Once BF has stopped, it cannot be resumed.”

MYTH or FOR REAL?

THE IMS ACT

• BF is the safest, only reliable choice.

• Life saving.

• Artificial feeds NOT INDICATED.

FEEDING IN EMERGENCIES

NATURAL CALAMITIESWARS

THE IMS ACT

Imprisonment:

not < 6 months

upto 3 years

Fine:

not < Rs.2,000/-

upto Rs.5,000/-

VIOLATIONS- PENALTIES

THE IMS ACT

1. Breast feeding promotion network of India (BPNI)

2. Association of Consumer Action on Safety and Health (ACASH)

3. Indian Council for Child Welfare (ICCW)

4. Central Social Welfare Board (CSWB)

WHERE TO REPORT VIOLATIONS?

THE IMS ACT

1. Educate people about the IMS Act.

2. Involve local ICDS workers – reach grass-root level.

3. Hold public meetings, seminars, radio shows, TV shows.

4. Establish links & spread the word.

5. Monitor marketing & report violations.

WHAT CAN YOU DO?

THE IMS ACT

6. Violations on Cable TV – report & ask operator to stop airing such things.

7. Provide Cable Op with addresses of reporting agencies.

8. Start a campaign for ‘Bottle Free Villages’. (Baby Friendly Community).

9. Start protest campaign against any violating company.

WHAT CAN YOU DO?

THE IMS ACT

Cows’ milk is good for calves…

Human Milk is good for infants….

Artificial feeds are almost good for nothing!

THE BOTTOMLINE

ADVANTAGES OF BREAST FEEDING

• Physically Superior

• Physiologically Superior

• Biochemically Superior

• Microbiologically Superior

• Immunologically Superior

• Psychologically Superior

• Epidemiologically Superior

• Economically SuperiorBreast Feeding should not be attempted by fathers with hairy chests, since they can make the baby sneeze and give it wind. ~Mike Harding

BREAST FEEDING PRACTICE

• Promote ONLY & ONLY exclusive Breast Feeding For first 6 months in all babies

(HIV +ve cases = first 4 months)

BREAST MILK – A SUPER FOOD!

+ Intelligence Quotient+ Emotional Quotient+ Communication Quotient+ Social Quotient+ Super Quotient

NO CONTRAINDICATION FOR BREAST FEEDING

A newborn baby has only three demands. They are warmth in the arms of its mother, food from her breasts, and security in the knowledge of her presence. Breastfeeding satisfies all three. Grantly Dick-Read

THANK YOU