PelanggaranKode, Jakarta, Indonesia.
St. Lawrence University, Canton, New York, USA.
Matern Child Nutr. 2023 Jul;19(3):e13491. doi: 10.1111/mcn.13491. Epub 2023 Mar 9.
Baby food marketing poses a substantial barrier to breastfeeding, which adversely affects mothers' and children's health. Over the last decade, the baby food industry has utilised various marketing tactics in Indonesia, including direct marketing to mothers and promoting products in public spaces and within the healthcare system. This study examined the marketing of commercial milk formula (CMF) and other breast-milk substitute products during the COVID-19 pandemic in Indonesia. Using a local, community-based reporting platform, information on publicly reported violations of the International Code of Marketing of Breast-milk Substitutes and subsequent World Health Assembly resolutions (the Code) was collected. It was found that a total of 889 reported cases of unethical marketing of such products were recorded primarily through social media from May 20 through December 31, 2021. Our results suggest that the COVID-19 pandemic has provided more opportunities for the baby food industry in Indonesia to attempt to circumvent the Code aggressively through online marketing strategies. These aggressive marketing activities include online advertisements, maternal child health and nutrition webinars, Instagram sessions with experts, and heavy engagement of health professionals and social media influencers. Moreover, product donations and assistance with COVID-19 vaccination services were commonly used to create a positive image of the baby food industry in violation of the Code. Therefore, there is an urgent need to regulate the online marketing of milk formula and all food and beverage products for children under the age of 3.
婴儿食品营销对母乳喂养构成了重大障碍，从而对母亲和儿童的健康产生不利影响。在过去的十年中，印度尼西亚的婴儿食品行业采用了各种营销手段，包括直接向母亲营销以及在公共场所和医疗保健系统中推广产品。本研究调查了 COVID-19 大流行期间印度尼西亚商业配方奶（CMF）和其他母乳代用品的营销情况。利用一个基于当地社区的报告平台，收集了关于公开报告的违反《国际母乳代用品销售守则》和随后的世界卫生大会决议（《守则》）的信息，以及后续的违规情况。结果发现，2021 年 5 月 20 日至 12 月 31 日期间，主要通过社交媒体记录了 889 起此类产品不道德营销的报告案例。我们的研究结果表明，COVID-19 大流行为印度尼西亚的婴儿食品行业提供了更多机会，通过在线营销策略积极规避《守则》。这些激进的营销活动包括在线广告、母婴健康和营养网络研讨会、专家 Instagram 会议，以及大量卫生专业人员和社交媒体影响者的参与。此外，产品捐赠和协助 COVID-19 疫苗接种服务通常被用来违反《守则》，树立婴儿食品行业的正面形象。因此，迫切需要规范配方奶粉以及所有 3 岁以下儿童的食品和饮料产品的在线营销。
