Indonesia prohibits brands from marketing condensed milk and derivatives as milk

Indonesia’s Food and Drug Monitoring Agenyc (BPOM) has prohibited brands marketing condensed milk and its derivatives as milk, giving them six months to abide by the ban. This in a bid to tackle advertisements found to be misleading and child obesity problems, the Jakarta Globe reported.

In a circular letter seen by the news outlet, BPOM called for all condensed milk producers and distributors to abstain from these “deceptive” marketing strategies. This includes disallowing companies to show ads to children below five years old, or using the products in TV shows targeted at kids.

Mauizzati Purba, BPOM’s director of processed food standardisation, added that the move was to mitigate misconceptions surrounding the product’s nutritional value for a child’s growth. The report also explained that sweetened condensed milk is also consumed by children and babies in place of formula milk.

Marketing Interactive has reached out to BPOM for comment.

The move comes amidst local governments taking a firmer stance when it comes to the marketing of child-related nutritional products. Regionally in the past year, the Singapore government said it would be adjusting its guidelines and regulations pertaining to the advertising, labelling, and import of formula milk.

This was after an investigation by a competition watchdog found that the increase in wholesale prices over manufacturing costs was likely driven by the heavy investment into marketing and research and development activities undertaken by formula milk manufacturers.