REVIEW THE MILK CODE

September 25, 2006

"Breastfeeding is best for babies". Everyone knows this. Sad to say, not everyone adheres to it.

I have seen activists and milk companies battle over this issue since time and memorial. Recently, the Philippine government expanded the coverage of E.O 51 or the milk code banning all kinds of advertisements from the starter formula up to the growing up milks. Experts believe that this is the main reason why breastfeeding has been declining through the years. Everyone blames the evil corporation and its aggressive marketing campaign for the sudden shift.

Why blame the marketeers? Why ban the milk commercials? Do you think taking out the ads will be the solution to this health problem?

This is the mistake most officials make. In order to solve a problem, they will drastically turn the knob and create a different problem all at the same time. First and foremost, its the mother's choice. NO one can tell the consumer what they will do. You can do activities that may influence them but at the end of the day, the consumer will always be the boss. Instead of banning the commercials, why not fight them in their own turf?

We can have commercials on charter change, why not have commercials on the importance of breastfeeding? Ever since, I was never convinced that the milk code will prevent usage of infant milk formulas nevertheless limit its consumption. Times are changing. I suggest the law change with it too. Review the milk code and set clear parameters on what can and cannot be done.

Don't blame companies that are manufacturing these products. Don't hate the people that are marketing these brands. Instead, think out of the box on how to battle these giants and marketing something that is free. Play in the same field that they are playing in rather than whine and create laws that will affect economic stability.

REVIEW THE MILK CODE AND HOW IT IS BEING IMPLEMENTED!