New Delhi, December 3: In a bid to keep a check on inappropriate promotion of baby food items that discourage breastfeeding practice centre launched a ‘Stanpan Suraksha’, a mobile application. The app will also provide users with assistance from a number of trained breastfeeding counsellors, during their antenatal and postnatal period.
This application will nab those who violate the Feeding Bottles and Infant Foods (Regulation of Production, Supply and Distribution) Act, 1992 (IMS Act). This Act aims to protect and promote breastfeeding and ensures proper use of infant foods. This act also opposes irrational promotion of production, supply and distribution of infant milk substitutes, feeding bottles and infant foods.
The ‘Stanpan Suraksha’ app serves as a watchdog and will enable people report inapt promotion of marketed baby food they see, by enabling them to click pictures of ads, displays of such products and send it to an NGO which will later take legal actions against the product.
"According to the WHO artificial feeding is an established risk factor for child health like causing more of diarrhoea, respiratory or newborn infections, allergies as well as obesity and adult health diseases like diabetes and heart disease," the statement said.
The survey conducted by Breastfeeding Promotion Network of India revealed that potential amount of mothers who delivered in private hospitals were provided with artificial baby milk, also the babies were given this artificial milk without mothers being informed about it.
This initiative by government is a potential action plan to ensure promotion of breastfeeding, especially in urban areas.