BPOM Ban Sweetened Condensed Milk Promote Its Product to Children

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  • Sweetened condensed milk illustration. Credit: easybaked.com

    Sweetened condensed milk illustration. Credit: easybaked.com

    TEMPO.CO, Jakarta - The Food and Drug Supervisory Agency (BPOM) published a circular aimed to producers, importers, and distributors of sweetened condensed milk and similar products. In the circular letter numbered HK.06.5.51.511.05.18.2000 of 2018, is written the rules on Label and Ads on Condensed-Milk and Similar Products (Category of Food 01.3).

    In a letter signed by Deputy of Supervision of Processed Food Suratmono, BPOM declared the letter issued to protect children consumers. “In order to protect the main consumers, which is children from false and misleading information, adequate protection measures are needed,” said Suratmono in a letter dated May 22, 2018.

    There are four points requested by BPOM to producers, importers, and distributors of sweetened-condensed-milk and similar products. The first is that producers are prohibited from showing children under the age of five in any form of the labels and advertisements of sweetened-condensed-milk products and similar products.

    Secondly, it is prohibited to use a visualization that sweetened-condensed-milk and similar products are synonymous with other dairy products as additives or complementary nutrients. Other dairy products include cow's milk or pasteurized milk, or sterilized milk, formula milk and growth milk.

    The third, it is forbidden to use visualization of liquid milk and/or milk images in glass and served by brewed to be consumed as a drink. Finally, it is prohibited to air ads on children's programs.

    “The producers/importers/distributors of sweetened condensed milk and similar products must adapt to the circular letter, no later than six months from the date of the stipulation,” said Suratmono.

    DEWI RINA CAHYANI