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High-calorie foods such as infant formula and fast food that babies consume instead of breast milk have been banned or severely regulated from broadcast advertising.
The government has decided to gradually lift these advertising ban regulations.
This is reporter Kim Joo-man.
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This is a ‘powdered milk’ advertisement from 1980.
This is a television advertisement that maximizes the happiness of the baby and mother.
However, these advertisements for formula instead of breast milk have disappeared from television since 1991.
In 1981, the World Health Organization agreed to ban broadcast advertising of 'formulated milk', saying that advertising of powdered milk could lead to a decline in 'breastfeeding', and 10 years later, Korea also joined this regulation.
Since 1995, it has become illegal to advertise baby bottles or pacifiers on TV, and subsequently to put ‘baby faces’ on products.
Powdered milk manufacturers took a risky approach by advertising 'formulated milk powder', also called 'baby food', instead of 'formula milk', which is a substitute for breast milk.
After consultation with relevant ministries, the government decided to gradually ease advertising regulations, starting with items that require less regulation.
Priority items for discussion include a ban on advertising of powdered milk and formula milk, and a ban on advertisements for high-calorie and high-caffeine foods such as fast food in children's programs.
However, in the past, as competition for expensive premium powdered milk intensified, there was criticism that people would experience the discomfort of the gap between the rich and the poor as soon as they were born.