Milk food advertising – by whom?; for whom?

(May 04, Colombo, Sri Lana Guardian) First it was a battle between the (milk food) corporates. We were told (and made to believe) that it was free trade and market competition. We were told that market competition is a good thing, and will make goods cheaper with time. But it never happened so, and the prices went up day by day. Apparently, now the battle has taken a different turn. Today, the corporates are seemingly battling it out with the national policies and thereby, the interest of the public – as it has been defined. Over the years, many players had been teaming up with the corporates - advertisers, media personnel and celebrities, to boost up their campaign. And now, to the utter surprise (and dismay) of some, the doctors too seemed to have joined the ranks of the corporates in their ‘product promotion’.

On the surface, the doctors appearing in the milk food advertisement utter some simple health messages, possibly, not even directly related to the milk food that they represent. One may even see this as a very naive form of advertising, or may not even like to use the word ‘advertising’ at all. Instead, one may even call this ‘sponsored health promotion’. Then what is the big deal? However, as we see, our concern here should extend beyond the issue of mere health promotion, and needs to center around the issues of national policy and public interests. Therefore, (it could not be resisted) we see this as a situation where the action of some members of the medical community going against the interest of the national policies and the public.

With regard to the national policies, on one hand, the present government policy on milk production and promotion has taken a very distinct paradigm shift from subsidization of imported formulae to local production and promotion of liquid milk among the public. As the present government policy document, popularly known as Mahinda Chinthana, says, "Only 15% of the domestic demand for milk is met by local production. We have to change this unfortunate situation. Instead of enriching multinational companies by granting subsidies on imported milk powder, every effort will be made to ensure self-sufficiency in milk production`85I will pay attention to the need to strengthen the local dairy farmer and dairy industry`85I will encourage the consumption and marketing of fresh milk. Retail outlets for fresh milk will be established in close proximity to every government hospital. Fresh milk factories with UHT technology will be established in Kurunegala, Trincomalee and Hambantota districts". This way, we will not only save colossal amounts of foreign exchange that drifts from the country (amounting to Rs. 12 billion per year on milk food importation), will also support the small and medium scale dairy farmers (and their families), who are scattered around the country. On the other hand, there is a clearly laid down national policy on breast feeding, in the country. Therefore, promotion of breast feeding vis-`E0-vis formulae feeding is something that needs to be endorsed by the medical community at all times, (as stipulated by the national policy on breast feeding as well).

There is no dispute that the milk foods, as any other form of food, is nutritious and provide much needed nutrients to the human body. However, the salient facts that need one’s consideration (before engaging on a project of a promotion) would be to make an inquiry into what are the cheap and commonly available food items that are rich in the nutrients that need to be promoted and what are the mechanisms in situ to ensure their availability and accessibility. In addition, one also needs to look into the aspects of their affordability, what are the factors that hinder their availability, accessibility and affordability, if so, what are the possible remedial measures etc. Instead, just a mere comment on a nutritious value of a particular food stuff would be worthless, especially from a public health perspective. (In the recent past "Health and Society" brought up the issues related to the high calcium and high folate milk, where it was pointed out that there are a plenty of food items available in the market which could readily serve as good sources of nutrients at much cheaper prices than one has to pay on buying powdered milk.

A public health perspective with regard to nutrition related issues has in particular become a matter for concern in the country, as still the levels of malnutrition (among children) tend to loom in appalling proportions. According to the most recent Sri Lanka Demographic and Health Survey (2000), 13.5% of the children in the country are chronically malnourished (stunted), 14% are acutely malnourished (wasted) and 29.4% have less weight for age (underweight). This has been the case in spite of all the food subsidization, supplementation and even the poverty alleviation programmes that have been implemented for many decades since independence. Undoubtedly, this has given us some important questions to think about. In such a context the relevance of ‘food security’ over ‘nutrition availability’ is far reaching. Furthermore, if a nutrition deficiency is suspected, or promotion of a particular nutrient is desired, it has to be thought out in conjunction with the commonly used, readily available and inexpensive food stuffs (or vehicles that could be used for their deliverance – for example, adding iodine to table salt to prevent iodine deficiency disorders among the public, as it is already done in Sri Lanka), but not with any food items that are usually beyond the reach of the ordinary people, or because of exorbitant prices the poor are constantly kept below the poverty line.

Today, the milk foods like many other food items such as rice, bread, flour and sugar are termed Fast Moving Consumable Goods (FMCG), and further advertising of them is considered needless. This is exactly what has happened today in the developed world, where we would hardly see any advertising of milk foods in the popular media. Instead, the strategies that are commonly practiced in relations to FMCGs are sales promotion at the points of sale and maximum price reductions to enable a healthier competition, and guarantee uninterrupted supply to the needy. Perhaps, this way, we would be able to ensure better nutrition for the needy more effectively, and perhaps could even be food for thought for the milk food promoters as well.

In conclusion, we would like to mention a few facts for the consideration of the authorities. Escalating prices of essential (and FMCGs) has been a matter of grave concern for the ordinary citizen of this country, and a sensitive political issue as well. Within such a context, a sustainable mechanism to ensure affordability of these food items has become an issue of national importance, especially with regard to the food security and thereby, nutrition promotion of the needy – children, pregnant and lactating women, elderly and sick, to name some. On the other hand, as it is the case with the pharmaceuticals, a policy to govern the ethics related to nutriceuticals – in relation to advertising and promotion among others, too have become a need of the hour.

- Sri Lanka Guardian