T

he Health Ministry expects its breastfeeding campaign will be received well, with the government working on a decree to restrict the advertising of baby formula milk.

“I don’t think there will be much opposition to this,” Health Minister Endang Sedyaningsih said after
the declaration of 10 steps to successful breastfeeding at the Natio-nal Monument (Monas) park on Sunday.

The content of the decree is currently being streamlined with existing regulations, Endang said.

The 10 steps include a public awareness campaign targeting pregnant women, on the importance of breastfeeding; the provision of assistance with early initiation of breastfeeding within the first hour after birth, and breastfeeding on demand; the need to restrict infant intake to only breast milk and the prohibition of pacifiers; and the promotion of breastfeeding support groups in communities.

Endang said the ministry had already initiated efforts to restrict the promotion of baby formula in its own activities.

“As of the beginning of the year we stopped accepting sponsorship from baby formula milk producers, for institutions under the ministry,” she said.

Endang added that the ministry would supervise the implementation of the steps at hospitals, health centers and clinics, and would take measures against institutions that failed to support the program.

Currently, there are no regulations against displaying formula milk advertisements at health centers. Reports from parents also show that many nurses have not trained new mothers how to breastfeed.
In many cases first-time mothers have had difficulty producing
milk and health workers had immediately given formula milk to newborns.

Proponents of breastfeeding
have also deplored advertising claims that formula milk has more nutrients and elements than breastmilk, since breast milk has been proven to be far better for babies than formula.

A national survey carried out between 2004 and 2008 monitored exclusive breastfeeding rates for infants under six months old.

In 2004, the rate reached 58.9 percent and decreased to 56.2 percent in 2008, after an increase to 62.2 percent in 2007.

The new decree is aimed at regulating elements of the 2009 Law on Health, which covers exclusive breastfeeding for babies, restricts formula milk advertising, and makes the establishment of nursery rooms at workplaces mandatory.

It also complies with the International Code of Marketing of Breast-Milk Substitutes, stipulating that there should be absolutely no promotion of breast-milk substitutes, bottles and pacifiers to the general public.

Fransiska Erna Mardiananingsih, a doctor and health advisor at Mercy Corps Indonesia, said the new decree would have firm grounding under the 2009 law, which stipulates that exclusive breastfeeding is a basic human right.

“The decree, complying with an international code, stipulates that breastfeeding should be done unless medically indicated, but only less than 1 percent of babies ever need substitutes for breast-milk,” she said.

She added that a strict application of this code would require that formula purchases be based on medical prescriptions.

“Once there is a law regulating this, and all people have realized the importance of breastfeeding, the sale of formula will naturally decrease,” she said.

At present, 70 percent of formula milk sold in Indonesia is imported, Fransiska said.

“So, in fact, we have nothing to lose. At a micro level, the long-term impact of formula milk feeding is even harder to calculate, for example obesity, which can later cause degenerative diseases in young people such as diabetes and coronary disease,” she said.

Indonesian Lactation Center chief Utami Roesli said the issuance of the decree, which provides guidance on the promotion and marketing of breast milk substitutes, would be a bold step to protect future generations.

“Previously, there was no balanced information comparing breastfeeding and formula, and the regulation tries to counter this,” she said.

“We should not be worried about industries that will possibly be impacted by the decree. Our focus should be on babies and their future,” she said.

According to Utami, breastfeeding reduces infant mortality rates and in the long run protects babies against various physical, neurological and behavioral problems. (lnd)