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Authority Bans Baby Formula Products Promotion


November 6 , 2021
By YARED SEYOUM ( FORTUNE STAFF WRITER )


The federal government has banned the promotion and advertisements of infant formula, enforced beginning last week. Authorities are increasingly concerned with the growing use of substitute formula undermining breastfeeding.

Any form of promotion using radio, TV and sponsored content is no longer allowed, with the Ethiopian Food & Drug Authority (EDFA) regulating the commercialisation of breastmilk substitutes. The ban affects a market with close to 78.4 million Br worth of infant formula was imported last year, up by 51.3pc from 2018.

Recent data on the number of companies importing baby formula is hard to come by, but close to 40 importers are active this year.


"We're looking to discourage the use of commercial breastmilk substitutes,” said Dagim Nigatu, senior food expert of the Authority.

Health experts caution parents that bottle-feeding during the first six months of a child's growth lowers the levels of immunoglobulin, a protein produced by the immune system to protect against bacteria and viruses. However, the provision of food other than breastmilk to infants before the age of six months stood at 48pc, a study by the Ethiopian Demographic & Health Survey in 2011 revealed. Studies conducted in recent years in cities such as Gonder and Bahir Dar found the practice of bottle feeding has grown in recent years.


Urbanisation and disposable income among certain segments of society are factors behind the growing popularity of breast milk substitutes. The marketing of infant formula for children less than two years was banned in 2016. However, companies and importers continued to promote breast milk substitutes, mostly on television and radio commercials.


"Businesses have been circumventing the law," said Dagim.

There is a need for robust monitoring and enforcement mechanisms to ensure that the marketing and promotion of breastmilk substitutes do not undermine breastfeeding, says Dagim.

Importers found not complying with the rule could face the suspension of import or manufacturing permits for up to six months. Repeat offenders could see permits revoked for up to two years.


Redeat Melkamu, an importer of Liptomil Plus infant formula, received the news of the ban with little surprise and welcomed it.

“We were consulted,” she said of the decision by the authorities. “Although it may hurt our business a little, it's good for the country.”

Addis Ayele, CEO of ADAG International Plc, sees the ban will have little impact on the business of importers. Demand for baby formula surpasses supply, which the foreign currency crunch has recently constrained. Importer of Honilac brand from France, ADAG International has stopped bringing in the product for lack of forex after five years in business. Addis says his company will resume importing baby formula once the forex problem is resolved.

The ban is also imposed on infant formula's direct or indirect marketing through health institutions and professionals.



PUBLISHED ON Nov 06,2021 [ VOL 22 , NO 1123]


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