Recently Thailand Ministry of Public Health claimed that the new milk powder law will enter into force on September 9, 2017, which bans baby milk powder advertising in various forms.
The new law stipulates that baby milk powder is prohibited to be advertised through any social media including broadcast, TV and newspaper. Besides, offline sales promotion is also forbidden. However, those requirements DO NOT apply to milk powder which is produced for babies over 12 months.
The reason why Thailand set such strict requirements for baby milk powder is to promote breastfeeding. According to statistics, only 12% of Thai mothers breastfeed their babies, which is much lower than the standard of 50% advocated by WTO. Thailand government believes that breastfeeding is best for newborns and points to misleading advertisements influencing breastfeeding decisions.
Apart from advocating breastfeeding, it is also working on breastfeeding education programs for new mothers and families, as well as establishment of public facilities to accommodate breastfeeding.
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