New Regulation PP 28/2024, Influencers Prohibited from Promoting Formula Milk

"Dream - Government Regulation (PP) of the Republic of Indonesia Number 28 of 2024 concerning the Implementation Regulation of Law Number 17 of 2023 on Health has just been enacted by President Joko Widodo. In one of its regulations, specifically in article 33, it is stated that producers or distributors of infant formula milk and/or other breast milk substitute products are prohibited from engaging in activities that may hinder the provision of exclusive breastfeeding."

One of the activities prohibited in point (d) is the use of Medical Personnel, Health Workers, health cadres, community leaders, and social media influencers to provide information regarding infant formula and/or other breast milk substitute products to the public.

The term social media influencer refers to influencers on various social media platforms, whether it's Instagram, YouTube, TikTok, X, and others. So far, it cannot be denied that there are many influencers who openly and also implicitly promote the use of formula milk for babies aged 0 to 12 months.

The translation of "Dukungan untuk Pemberian ASI Eksklusif" to English is "Support for Exclusive Breastfeeding".

The detailed discussion regarding the ban on formula milk promotion is conducted as a government step to support mothers in providing exclusive breast milk (ASI) for 6 months. Not only that, ASI is also highly recommended to be given until the child is 2 years old.

"In the regulation, it is also stated that formula milk producers are prohibited from giving discounts during sales. This provision is found in Article 33 letter c. "The provision of price reductions or additions or anything in any form on the purchase of infant formula milk and/or other breast milk substitute products as an attraction from the seller," reads the regulation."

The translation of "Tanggapan AIMI" to English is "Response from AIMI".

The ratification of Government Regulation number 28 of 2024, which reaffirms the rules regarding the sale of formula milk, is appreciated by the Indonesian Breastfeeding Mothers Association (AIMI). According to AIMI's Secretary General, Lianita, the regulations regarding breast milk in Government Regulation number 28 of 2024 are not much different from the previous one, which is Government Regulation 33 of 2012.

"We at AIMI appreciate what the government has done. There are important notes regarding the articles in the regulation related to the marketing promotion of breast milk substitutes that have actually been included in Regulation 33 of 2012," he said at the press conference for AIMI's 17th Anniversary, July 31, 2024.

"It also highlights the existence of parties that are now clearly stated to be prohibited from promoting formula milk, namely influencers. This is certainly related to the rapid development of the digital world. Lianita also hopes that the government not only creates these regulations but also conducts effective oversight."

"There isn't much new in PP 33, only a few narratives have been changed. What we need to wait for is the government to oversee the implementation and impose sanctions, that is the most important thing," his message."

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