The DOH has blamed the milk companies for the decline in breastfeeding rates, specifically, the aggressive and unethical marketing of breast milk substitutes. For 2006, milk companies have spent P2.5 billion in advertising for the first half alone, according to AC Nielsen Media Research. A small amount compared to the P21 billion annual profit of the milk companies, which, according to the DOH, is a conservative estimate.
This decline in breastfeeding rates in the country has resulted in death and malnutrition of children under 5 years of age. In 2004, there was a reported 82,000 under 5 deaths in the Philippines, making the Philippines one of the 42 countries that account for 90 percent of under 5 deaths.
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