Breastfeeding in the Philippines
The Struggle against the Milk Powder Companies
Only 16% of mothers in the Philippines breastfeed their babies, despite the health benefits of doing so. Why is this and will it change?
The World Health Organization of the United Nations makes it clear that the healthiest option for babies is for them to be exclusively breastfed for the first six months and for breastfeeding to be supplemented with solid foods until the age of two. Infant milk powder (‘formula’) should be used when medical practitioners recommend it based on the health of the mother. This seems straightforward, yet across East Asia, mothers are turning away from breast-feeding in large numbers, despite the well-attested health risks to their babies. In Thailand, only 5% of mothers now breastfeed and only 16% do so in the Philippines, with the proportions also falling in rapidly developing Vietnam and Indonesia.
The reason for this is not hard to find. As consumers in East Asian countries become more affluent, they are increasingly targeted by the milk powder companies, including Nestle, Mead Johnson and Abbot. In the Philippines, milk powder advertising amounts to nearly US$90 million per year – not a bad investment when set against sales revenue of around US$470 million. This has led to a set-to between the Philippines government and the private sector. Government figures, supported by various health experts, have stated their desire to see breastfeeding figures increase, up to at least 50% of mothers. To support this policy, a ban on advertising was mounted. Filipino mothers are not stupid but many are quite naïve consumers and susceptible to the advanced and sophisticated marketing techniques deployed by the milk powder companies.
The companies have, of course, fought back vigorously, mounting a campaign on all fronts. In the first place, they dispute the lessons drawn from scientific evidence and argue that unsupported arguments are being used as a basis for flawed policy. In the second place, they argue for the primacy of free choice among consumers and say that, since mothers want what is best for their children, they should be allowed to choose freely among all the options available. Then, in the third place, they point to investment by the companies in the Philippines and the impact on jobs if milk powder is to be officially discouraged. Crucially, the support of the United States Trade Representative has been enlisted and words have been uttered (perhaps quite clearly) in government ears. One result of this has been the abandonment by President Gloria Arroya Macapagal of her annual speech in favour of breastfeeding. Now the courts are to decide whether the ban on milk powder advertising is to continue. More than money may rest on the result.
