Aggressive and targeted marketing has led more than half the mothers in the world – 51% − to use formula milk to feed their babies instead of breastmilk.
This is according to a recent survey conducted in eight countries – one of which was Nigeria – by the World Health Organisation and the United Nations Children’s Fund (UNICEF), which said marketers of baby formula used unregulated and invasive online targeting; sponsored advice networks and helplines; promotions and free gifts; and practices to influence training and recommendations among health workers.
This resulted in parents and health workers receiving information that was often misleading, scientifically unsubstantiated and violated the International Code of Marketing of Breast-milk Substitutes – a landmark public health agreement passed by the World Health Assembly in 1981 to protect mothers from aggressive marketing practices by the baby food industry, which is now worth a staggering US$55 billion.
“This report shows very clearly that formula milk marketing remains unacceptably pervasive, misleading and aggressive,” said Dr Tedros Adhanom Ghebreyesus, WHO director-general. “Regulations on exploitative marketing must be urgently adopted and enforced to protect children’s health.”
“False and misleading messages about formula feeding are a substantial barrier to breastfeeding, which we know is best for babies and mothers,” said Catherine Russell, UNICEF’s executive director.
“Breastfeeding acts as the babies’ first vaccine, protecting them against many common childhood illnesses,” the report said.
RNI reporter Aisha Jamal spoke to two mothers in Maiduguri, asking them why they used baby formula.
Ya Fati said: “I’m a civil servant worker and I have twins, a girl and a boy, of three months. During my maternity leave I used to feed them breastmilk only. Afterwards, I fed my babies before leaving for work, but it was not enough, so I went to the hospital and a health worker advised me to start giving them formula milk so that they wouldn’t get hungry during the day. Now I balance the feeding using breastmilk and baby formula.”
“I have a baby of six months. During the day I leave my baby with the nanny, who feeds the baby formula milk while I’m away. The formula milk is expensive but it’s what I was told by the health worker to use,” said Hajja Gana Kyari.
Muhmmad Kashim, a doctor in Maiduguri, said formula milk was not the best option for infants.
“Formula milk is processed milk that undergoes different processes to transform either cows’ milk or goats’ milk with preservatives. There are lots of brands on the market sold by various companies.”
Kashim said infants did not need the preservatives and that breastmilk contained all the nutrients a baby needed to grow.
“A child needs exclusive breastfeeding right from the time it is born. And it should be fed breastmilk until at least six months. The preservatives in formula milk can result in the baby having a weak immune system, poor growth and sometimes even stomach bloating.”
He advised mothers who could not always breastfeed their babies to use a local remedy – known as 631 or Quash Pap – as a substitute.
“Quash Pap, or 631, is made from locally grown ingredients and is made from food grains, such as corn, grain, maize or soya beans and a little groundnut which are grinded together and made into a pap for babies. It is much better and healthier for babies compared with the formulas which contain preservatives that are not always good for babies,” he said.
AISHA JAMAL
