Crackdown on efforts to boost sale of breast milk substitutes

Manama : Company representatives have been deceitfully visiting hospitals across the country targeting mothers of newborns to market breast milk replacement products, and now health authorities are engaged in a crackdown against the practice. Marketing of breast milk substitute products are not only frowned upon, but also against the law. However, various companies in Bahrain have been sending their representatives to hospitals to boost their sales.

The Ministry of health has spotted a large number of cases in recent years where, marketing representatives of many companies have been found promoting breast milk substitutes. Private Hospitals are the main targets for these companies; however, sources told Tribune that these companies have achieved some success even at public hospitals. Health Ministry is enforcing a crackdown on the companies that have been targeting new mothers to market their products.

According to health ministry officials, the violating companies visit private hospitals and go room to room looking for mothers of newborns; an elaborate marketing pitch ensues to convince the mothers of the supposed benefits of the substitutes. Healthcare and lactation experts told Tribune that the practice is dangerous as naïve mothers may fall for the tactics and may opt for the vastly inferior option of breast milk substitutes for its convenience instead of breastfeeding, which they say is important for the baby’s wholesome development.