President Joko Widodo (Jokowi) has enacted a sweeping new regulation banning the baby formula advertising across all forms of media. This includes mass media, electronic media, outdoor advertising, and social media. The move has sparked significant debate among different segments of society. What is the driving force behind this controversial decision?
According to Article 33, Letter (e) of Government Regulation (PP) Number 28 of 2024, which enforces Law Number 17 of 2023 on Health, Jokowi has firmly prohibited all manufacturers or distributors of baby formula and other breast milk substitutes, as well as follow-up formulas, from engaging in any form of advertisement through any media channels.
“Manufacturers or distributors of baby formula and/or breast milk substitutes are forbidden from carrying out activities that could obstruct the provision of exclusive breastfeeding,” states the regulation, as quoted on Tuesday, August 13, 2024.
The regulation not only targets direct advertising but also bans the free distribution of baby formula samples, any collaboration with healthcare facilities, medical professionals, health workers, health cadres, pregnant women, and new mothers; direct home sales; discounts; and the use of medical and health professionals, community leaders, and influencers for promotional purposes.
This broad ban has generated a mixture of reactions. Some critics argue that it could create challenges for mothers facing specific breastfeeding issues who might have to rely on formula.
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In defense of the regulation, Indah Febrianti, Head of the Legal Bureau at the Ministry of Health, explained that the measures are designed to support the exclusive breastfeeding initiative for infants.
“The policy to ban baby formula advertisements aims to bolster the exclusive breastfeeding program and aligns with recommendations from the World Health Assembly (WHA),” Indah stated in a written response.
Supporting Indah’s perspective, Dr. Lovely Daisy, Director of Nutrition and Maternal and Child Health, underscored the critical importance of protecting, promoting, and supporting breastfeeding to ensure the health and survival of infants.
The International Code of Marketing of Breast-Milk Substitutes, adopted by the World Health Organization (WHO) in 1981, represents a significant step in shielding parents and caregivers from one of the major barriers to successful breastfeeding—the promotional tactics employed by the baby food industry.
“Reports of violations of the marketing code still include issues such as inappropriate labeling, promotions in healthcare settings, and cross-promotion of products,” Dr. Daisy noted.
“Thus, it is essential to enhance monitoring and enforce penalties,” she added. Dr. Daisy emphasized that exclusive breastfeeding from birth to six months, followed by continued breastfeeding until the child is two years old, combined with appropriate complementary foods (MPASI), offers substantial long-term health benefits for children.
“Therefore, regulations and protections against all forms of baby formula promotion are crucial. The objective is to ensure the continuation of breastfeeding and the provision of appropriate MPASI,” Dr. Daisy concluded.
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