ims act 92 modified in2003
DESCRIPTION
SLIDES PRESENTED IN NATIONAL CONFERENCETRANSCRIPT
Infant Milk Substitutes, Feeding Bottles and Infant Foods (Regulation of Production, Supply and Distribution)1992Amendment Act, 2003
DR ARABINDA MOHANTY STATE CO-ORDINATOR, IMS ACT CELL,ODISHA
THE IMS ACT
Infant Milk Substitutes, Feeding Bottles & Infant Foods (Regulation of Production,
Supply & Distribution) Act,1992
[IMS ACT]
WHAT IS IT?
THE IMS ACT
PROTECTS BREAST FEEDING
• By controlling the marketing & promotional activities of baby food manufacturers (regulates production, supply and marketing).
• By ensuring proper use of Breast Milk Substitutes.
THE IMS ACT
NEED FOR THE ACT*The best possible start to life* A foundation for fulfilling the rights of the child* Provides ideal nutrition to the babies age and species specific* Protects against infections, allergies and asthma* Promotes physical, psychological, motor, mental and psychosocial growth and development.*Enhancement of cognitive development and better visual acuity* Prepares babies for better learning.* Reduction of under five child deaths*Reduces the risk of death of lbw baby
THE IMS ACT
NEED FOR THE ACTARTIFICIAL FEEDS – A multi-faceted witch!
BREAST FEEDING- WHY IMPORTANT FOR BABY ?•Greater immune health through antibody of colostrums•Lowers rate of infection•Protects from SIDS•Increases the intelligence in later life•Less chance of diabetes•Reduces risk of obesity•Less tendency to infection•Less necrotizing enterocollitis
THE IMS ACT
THE IMS ACT
• Enacted in 1992 – came into force on Aug 1st, 1993.
• Many Loopholes.
• Dept. of Women & Child Development (DWCD) formed a national task force.
• Amendment Bill to Parliament in March 2002.
• Passed by Parliament in June 2003.
• Came into force from Jan 1st 2004.
HISTORY BEHIND THE ACT
THE IMS ACT
1. Prohibit any kind of promotion.
2. Educate pregnant women & lactating mothers.
3. Restrict & Control use of Infant Milk Substitutes & Infant Foods.
4. Define roles & responsibilities of health care institutions & health workers.
OBJECTIVES
THE IMS ACT
1. NO advertisements.
2. NO free samples.
3. NO free/subsidised supply of IMS/educational material related to these products to any person.
KEY PROVISIONS
THE IMS ACT
• In May 1986, Govts. at the World Health Assembly urged a ban on donated supplies of baby milk. (WHA 39.28)
• Ending of free supplies in all countries is a target of the WHO/UNICEF BFHI.
• A hospital cannot be Baby Friendly if it receives free supplies of breast milk substitutes.
FREE SUPPLIES
THE IMS ACT
4. Labels on all IMS, FB, IF should say in English & local language that ‘Breast Feeding is the BEST’
NO pictures of women/infant/phrases on the labels that are designed to promote the sales of these products.
KEY PROVISIONS
THE IMS ACT
5. Clear guidelines for educational materials and advertisements whether audio/video dealing with pre & postnatal care/infant feeding.
6. NO POSTERS anywhere.
KEY PROVISIONS
THE IMS ACT
7. NO financial assistance of ANY kind.
8. NO commissions to ANY sales persons and employees.
KEY PROVISIONS
THE IMS ACT
1. Infant Milk Substitutes
2. Feeding bottles
3. Infant Foods
WHAT COMES UNDER THE ACT?
THE IMS ACT
1. Remove & destroy all ads.
2. Refuse to accept free samples.
3. Refuse to accept any gifts/compliments.
4. Avoid using growth charts, etc., with any brand names on it.
5. Avoid sponsorship.
6. DO NOT give free samples/material to mother.
7. Ensure mothers do NOT SEE formula feeds (if any) being used in the hospital.
ROLE OF HEALTH PROFESSIONALS
THE IMS ACT
1. Mother is no more.
2. Mother is very ill (temporary use).
3. Mother is relactating (temporary use).
4. Mother is HIV +ve & chooses to use a breast milk substitute.
5. Mother rejects infant (temporary use).
6. Infant dependent on artificial feeds (temp use).
ALTERNATIVE FEEDS – AGREED CRITERIA FOR USE
THE IMS ACT
1. “Stress makes milk dry up and so mother cannot feed…”
2. “Malnourished mothers cannot breast feed.”
3. “Babies with diarrhoea need water/tea.”
- BF will do.
- Severe diarrhoea: BF + ORS.
4. “Once BF has stopped, it cannot be resumed.”
MYTH or FOR REAL?
THE IMS ACT
• BF is the safest, only reliable choice.
• Life saving.
• Artificial feeds NOT INDICATED.
FEEDING IN EMERGENCIES
NATURAL CALAMITIESWARS
THE IMS ACT
Imprisonment:
not < 6 months
upto 3 years
Fine:
not < Rs.2,000/-
upto Rs.5,000/-
VIOLATIONS- PENALTIES
THE IMS ACT
1. Breast feeding promotion network of India (BPNI)
2. Association of Consumer Action on Safety and Health (ACASH)
3. Indian Council for Child Welfare (ICCW)
4. Central Social Welfare Board (CSWB)
WHERE TO REPORT VIOLATIONS?
THE IMS ACT
1. Educate people about the IMS Act.
2. Involve local ICDS workers – reach grass-root level.
3. Hold public meetings, seminars, radio shows, TV shows.
4. Establish links & spread the word.
5. Monitor marketing & report violations.
WHAT CAN YOU DO?
THE IMS ACT
6. Violations on Cable TV – report & ask operator to stop airing such things.
7. Provide Cable Op with addresses of reporting agencies.
8. Start a campaign for ‘Bottle Free Villages’. (Baby Friendly Community).
9. Start protest campaign against any violating company.
WHAT CAN YOU DO?
THE IMS ACT
Cows’ milk is good for calves…
Human Milk is good for infants….
Artificial feeds are almost good for nothing!
THE BOTTOMLINE
ADVANTAGES OF BREAST FEEDING
• Physically Superior
• Physiologically Superior
• Biochemically Superior
• Microbiologically Superior
• Immunologically Superior
• Psychologically Superior
• Epidemiologically Superior
• Economically SuperiorBreast Feeding should not be attempted by fathers with hairy chests, since they can make the baby sneeze and give it wind. ~Mike Harding
BREAST FEEDING PRACTICE
• Promote ONLY & ONLY exclusive Breast Feeding For first 6 months in all babies
(HIV +ve cases = first 4 months)
BREAST MILK – A SUPER FOOD!
+ Intelligence Quotient+ Emotional Quotient+ Communication Quotient+ Social Quotient+ Super Quotient
NO CONTRAINDICATION FOR BREAST FEEDING
A newborn baby has only three demands. They are warmth in the arms of its mother, food from her breasts, and security in the knowledge of her presence. Breastfeeding satisfies all three. Grantly Dick-Read
THANK YOU