Display of feeding bottles in advertising renditions
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《美国医学杂志》
Departments of Pediatrics, Chacha Nehru Bal Chikitsalaya, (Maulana Azad Medical College), Geeta Colony,New Delhi-31, India
The Infant Milk Substitutes, Feeding Bottles and Infant Foods (Regulation of Production, Supply and Distribution) Amendment Act, 2003 seeks to curtail publicity for artificial feeding of newborns and infants, with a view to driving preference for breast milk.[1] Section 3 (a) lays down that "No person shall advertise, or take part in the publication of any advertisement, for the distribution, sale, or supply of infant milk substitutes, feeding bottles, or infant foods". However, such laws continue to be circumvented.
Certain packs of miscellaneous baby-care and hygiene products are widely available containing teethers, combs, brushes, bottles, etc. These are stored in a large box shaped like a feeding bottle and Figure1 are displayed at chemists' and general stores. The usage of large feeding bottles for ostensible display and packaging of baby-care products cannot be strictly construed as 'advertising' within the scope of the Act. Window display of such products, thus is not actionable under the Act.
A recent newspaper advertisement released by a construction supply company prominently displayed a feeding bottle in its visual Figure2. Usage of a feeding bottle in a press advertisement by a hardware company, similarly, cannot be construed as advertising food supplements.
The scope of the said Act, though, to be able to prove a definitive and lasting remedy in this context, is undermined by instances such as the two above listed examples. In both the cases there are feeding bottles in noticeable places. And the visual of a feeding bottle has a serious connotation to prospective buyers. For them, it cues the same explicit message that the legislation has sought to curtail.
Use of feeding bottles as symbols for items meant for babies Figure1 and/or as symbols of feeding in general Figure2 in the media denotes the prevalence of a breastfeeding-ignorant culture in our society. A feeding bottle being visible on media or shelf spaces is effectively driving awareness and publicity for the concept of using artificial baby foods. In order to prove an effective deterrent to this practice, the usage of the symbol itself needs to be more effectively curtailed. These issues are being commended to the judgement and consideration of the readers, to debate whether such adverse influences on breastfeeding practices can be curtailed by more amendments to the IMS act, or whether a behavioural change in the society as a whole is required.
References
1. The law to protect, promote and support breast feeding. 2nd edn. Breestfeeding Promotion Network of India. New Delhi; 2004.(Sethi Manpreet, Mishra De)
The Infant Milk Substitutes, Feeding Bottles and Infant Foods (Regulation of Production, Supply and Distribution) Amendment Act, 2003 seeks to curtail publicity for artificial feeding of newborns and infants, with a view to driving preference for breast milk.[1] Section 3 (a) lays down that "No person shall advertise, or take part in the publication of any advertisement, for the distribution, sale, or supply of infant milk substitutes, feeding bottles, or infant foods". However, such laws continue to be circumvented.
Certain packs of miscellaneous baby-care and hygiene products are widely available containing teethers, combs, brushes, bottles, etc. These are stored in a large box shaped like a feeding bottle and Figure1 are displayed at chemists' and general stores. The usage of large feeding bottles for ostensible display and packaging of baby-care products cannot be strictly construed as 'advertising' within the scope of the Act. Window display of such products, thus is not actionable under the Act.
A recent newspaper advertisement released by a construction supply company prominently displayed a feeding bottle in its visual Figure2. Usage of a feeding bottle in a press advertisement by a hardware company, similarly, cannot be construed as advertising food supplements.
The scope of the said Act, though, to be able to prove a definitive and lasting remedy in this context, is undermined by instances such as the two above listed examples. In both the cases there are feeding bottles in noticeable places. And the visual of a feeding bottle has a serious connotation to prospective buyers. For them, it cues the same explicit message that the legislation has sought to curtail.
Use of feeding bottles as symbols for items meant for babies Figure1 and/or as symbols of feeding in general Figure2 in the media denotes the prevalence of a breastfeeding-ignorant culture in our society. A feeding bottle being visible on media or shelf spaces is effectively driving awareness and publicity for the concept of using artificial baby foods. In order to prove an effective deterrent to this practice, the usage of the symbol itself needs to be more effectively curtailed. These issues are being commended to the judgement and consideration of the readers, to debate whether such adverse influences on breastfeeding practices can be curtailed by more amendments to the IMS act, or whether a behavioural change in the society as a whole is required.
References
1. The law to protect, promote and support breast feeding. 2nd edn. Breestfeeding Promotion Network of India. New Delhi; 2004.(Sethi Manpreet, Mishra De)