The Russian government has supported the ban on advertising of breast milk substitutes

A large group of senators and deputies made a corresponding initiative. In their opinion, advertising of baby food products should not present them as full-fledged substitutes for women's milk and convince them of the advantages of artificial feeding of children.

‘According to the information provided by the Federal State Autonomous Institution of the Ministry of Health of the Russian Federation, National Medical Research Center for Children's Health, only 40.4 percent of children from 6 to 12 months are breastfed in our country,’ the project developers say. ‘Insufficient breastfeeding or its absence leads to the loss of approximately 10 percent of all disability-adjusted life years among children under 5 years of age.’

According to them, modern scientific research confirms that the natural feeding of infants with mother's milk remains the ideal type of nutrition that can ensure the optimal development of the child. Successful breastfeeding is a collective social responsibility of society, supporters of the idea believe. Meanwhile, according to them, advertising sometimes forces women to abandon their maternal duty. They say, why strain yourself when you can buy everything.

‘An important factor that encourages mothers to abandon breastfeeding in favor of artificial feeding is the advertising of breast milk substitutes, as well as the accompanying marketing activities carried out by some manufacturers and retailers,’ the explanatory note says.

Meanwhile, the International Set of Rules for the sale of breast milk substitutes of the World Health Organization prescribes a direct ban on advertising in relation to infant formula intended for the most sensitive audience - babies under the age of six months. Therefore, we also propose to ban such advertising, except for the dissemination of information in the venues of medical exhibitions, as well as in specialized printed publications.

Modern research confirms that natural feeding of infants with mother's milk is an ideal type of nutrition, while advertising substitutes confuses priorities

Last year, the initiative was already supported by the government, but after that it was withdrawn and finalized. Now the project has been re-submitted to the State Duma. Accordingly, a new recall of the government was required. It is again positive, but with some comments.

In particular, according to government experts, the draft law should provide for cases in which there are contraindications to breastfeeding. In addition, many experts are sure that it is possible to popularize breastfeeding not only by prohibitions, but also by social advertising, as well as by creating comfortable conditions for feeding.