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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
Indian Journal of Pediatrics – Springer Journals
Published: Jan 1, 2006
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