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Display of feeding bottles in advertising renditions

Display of feeding bottles in advertising renditions Sir, 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. ~ Section 3 (a) lays down that "No person shall advertise, or take part in the publication of any advertisement, for the distribution, sale, or s u p p l y 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 w i d e l y available containing teethers, combs, brushes, bottles, etc. These are stored in a large box shaped like a feeding bottle and (Fig 1) 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 (Fig 2). Usage of a feeding bottle in a press advertisement by http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Indian Journal of Pediatrics Springer Journals

Display of feeding bottles in advertising renditions

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Publisher
Springer Journals
Copyright
Copyright © 2006 by Dr. K C Chaudhuri Foundation
Subject
Medicine & Public Health; Pediatrics; Gynecology
ISSN
0019-5456
eISSN
0973-7693
DOI
10.1007/BF02758274
Publisher site
See Article on Publisher Site

Abstract

Sir, 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. ~ Section 3 (a) lays down that "No person shall advertise, or take part in the publication of any advertisement, for the distribution, sale, or s u p p l y 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 w i d e l y available containing teethers, combs, brushes, bottles, etc. These are stored in a large box shaped like a feeding bottle and (Fig 1) 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 (Fig 2). Usage of a feeding bottle in a press advertisement by

Journal

Indian Journal of PediatricsSpringer Journals

Published: Jan 1, 2006

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