Formula milk promotions under watchful eyes<\/p>\n
Rudijanto, Contributor, Jakarta<\/p>\n
Reports on huge numbers of Indonesian children suffering from
\nmalnutrition is not too surprising since the majority of the
\npopulace are still languishing in poverty, but that infant
\nformula milk producers have been labeled as partly responsible
\nfor such malnutrition is very worrying.<\/p>\n
While poverty is the main culprit for malnutrition among
\nchildren, people concerned with family health as well as non-
\ngovernment organizations have started to alert the public about
\nadvertising by producers of infant formula milk.<\/p>\n
With a growth rate of approximately 1.54 percent per annum in
\na country of over 200 million people, Indonesia constitutes a
\nhuge market for food products for infants and children as well as
\ninfant formula milk. It is no wonder that there are dozens of
\nmajor producers of infant formula milk, including PT Nestle
\nIndonesia, Nutricia Indonesia and Mead Johnson, that operate in
\nthis country.<\/p>\n
While infant formula milk producers have legitimate reasons to
\nboost their promotion programs, concerned individuals and non-
\ngovernmental organizations also have their reasons to be
\nconcerned about the message conveyed through such promotions.<\/p>\n
Child education expert was quoted by a local newspaper as
\nsaying that there are many advertisements of infant formula milk
\nthat mislead parents. She said this kind of promotion encouraged
\nparents to abandon breast-feeding.<\/p>\n
According to the United Nation Children's Fund (Unicef), even
\nthough the number of Indonesian mothers who breast-feed their
\nchildren has increased to 98 percent, only 3 percent breast-feed
\ntheir children exclusively until they reach the age of four to
\nsix months.<\/p>\n
This small percentage of women who exclusively breast-feed
\ntheir children is one of the reasons why many Indonesian children
\nsuffer various diseases and malnutrition. The National Economic
\nCensus reported in 2000 that there are 32 million children who
\nsuffer from malnutrition in Indonesia.<\/p>\n
The census also revealed that 5.3 million children below five
\nyears of age suffered from malnutrition and another 12.1 million
\ndid not receive adequate nutritional intake. The situation
\nworsened when the economic crisis escalated.<\/p>\n
Though poverty is the main cause of malnutrition, the fact
\nthat only a small percentage of mothers do exclusive breast-
\nfeeding exacerbates this problem.<\/p>\n
While there may be valid health reasons that prevent mothers
\nfrom breast-feeding their babies, some people consider that
\nadvertising by infant formula milk producers is partly to blame
\nfor the decline in exclusive breast-feeding among mothers,
\nespecially those from the middle and upper income bracket who can
\nafford their products.<\/p>\n
Various infant formula milk products are advertised almost
\ndaily on television, in newspapers, magazines and even through
\nhospitals. To boost sales, producers highlight the many
\nadditional nutrients, such as Omega 6 and
\nOmega 3, calcium, and magnesium.<\/p>\n
In a market that is already full of competitors, such
\npromotions are indispensable for a company that wants to survive.
\nEven marketing expert Hermawan Kartajaya, President of MarkPlus &
\nCo, in an article published by a local magazine encouraged
\ncreative marketing for milk producers.<\/p>\n
In Hermawan's opinion, the milk market is already mature and
\nhas entered what is called the first curve stage. In such a
\nmarket, milk producers have to be creative in finding a market
\nniche and segment.<\/p>\n
As an example of this creativity, he points to the inclusion
\nof added nutrients in milk products that give more added value.<\/p>\n
The addition of substances like DHA, calcium, Omega 3 and
\nOmega 6 have certainly added more nutrition to formula milk.
\nCurrently, almost all formula milk products contain one, two or
\neven three of these or other substances.<\/p>\n
No one doubts that there have been improvements in formula
\nmilk products with such additions but the basic concern is that
\nsuch products are no substitute for a mother's milk.<\/p>\n
Any producers that directly or indirectly asserts that their
\nproducts are equal to a mother's milk or even close in quality to
\na mother's milk is telling an untruth and violating the law.
\nCertainly, this is not the kind of creativity that is expected
\nfrom formula milk producers in marketing their products.<\/p>\n
The government has actually promulgated a series of laws that
\nregulate the promotions of formula milk. Law No. 23\/1992 on
\nhealth prohibits advertisements for formula milk that is produced
\nfor infants below 12 months.<\/p>\n
Government Decree No. 237\/1997 issued by the minister of
\nhealth on breast-feeding substitutes prohibits a picture of a
\nbaby on the packaging of all formula milk products aimed at
\ninfants below 12 months.<\/p>\n
The decree also prohibits producers from writing that their
\nproducts are equal in quality to a mother's milk or that the
\nproducts can be used as a substitute for breast-feeding. Any
\nviolation of the law will result in a warning and ultimately the
\nrevocation of the product registration number.<\/p>\n
The decree itself is actually an adoption of an international
\ncode on formula milk marketing issued by WHO and Unicef in 1981.
\nHowever, the packaging of formula milk products sold through
\nretailers show that many producers have violated the regulation.<\/p>\n
The Indonesian Consumers Foundation (YLKI) revealed in its
\n1998-1999 survey in Jakarta and Surakarta that some producers
\nhave violated the regulation by stating that their products are
\nsimilar to breast milk.<\/p>\n
YLKI also disclosed the results of a telephone survey of 46
\nhospital in the country that shows that all of those
\ninstitutions provide infant formula milk to newborn babies. Their
\nmain reason is that the mothers produce little milk.<\/p>\n
The finding reveals that formula milk is provided free of
\ncharge by 8.7 percent of hospital in the survey. In
\nsome institutions (15.2 percent), mothers have to pay for the
\nformula milk, while in others (76.1 percent), the payment for
\nformula milk is included in the total hospital bill. Some
\ninstitutes (69.6 percent) give mothers formula milk when they go
\nhome.<\/p>\n
YLKI's findings should not come as a surprise as Indonesia is
\ncurrently placed among countries with the highest degree of
\nviolations in the formula milk business.<\/p>\n
While YLKI and other concerned individuals are critical of
\nformula milk, one may question whether the product is so
\ndangerous that it deserves such a critical reaction.<\/p>\n
Basically, formula milk is not produced to substitute mother's
\nown milk. Brata T. Hardjosubroto, PT Nestle Indonesia's head of
\npublic relations, admits that a mother's breast milk provides
\nbabies with the best nutrition and protection against diseases.<\/p>\n
"Nestle supports breast-feeding for babies up to the age of
\nsix months," says Brata.<\/p>\n
Brata reveals that Nestle is committed to abide by
\ngovernment's regulation on the distribution of products that
\nsubstitute breast milk. The company mentions complete information
\non its products on their packaging.<\/p>\n
"In marketing formula milk for babies, Nestle does not make
\nany advertisements or direct promotion to consumers. What we are
\ndoing is to communicate with doctors and midwives, who are
\ncapable of providing responsible directions to mothers about what
\nis the best for their patients and their babies," says Brata.<\/p>\n
Nestle is among the formula milk producers in Indonesia that
\nplay fairly in the competition. Other milk producers focus more
\non milk for would-be mothers or lactating mothers rather than
\ndirectly compete with existing producers.<\/p>\n
By not producing infant milk, these producers do not stand in
\ndirect confrontation with people or bodies that promote breast-
\nfeeding. New Zealand Milk is one example of such producers.<\/p>\n
"New Zealand Milk does not market infant or follow on formula
\nin Indonesia today," says Riki Taiaroa, New Zealand Milk's
\nmarketing manager.<\/p>\n
Riki reveals that the company recently launched ANMUM milk in
\nthe maternal milk segment.<\/p>\n
"Through this brand we are communicating the importance of
\nfolate and the role this nutrient plays during pregnancy, but of
\nequal importance ANMUM will actively support breast-feeding,"
\nsays Riki.<\/p>\n
The awareness of the importance of breast-feeding constitutes
\nthe main reason for the critical attitude taken by some people
\ntoward infant formula milk. By producing products that are aimed
\nat supporting this concern, New Zealand Milk has employed a smart
\nmarketing strategy.<\/p>\n
Formula milk and other milk products are aimed at supporting
\nthe growth of infants and breast-feeding. In cases where a
\nmother's health does not allow her to breast-feed her child,
\ninfant formula milk becomes a great help. There is no doubt about
\nthis.<\/p>",
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