Key Update

As the world marked World Health Day with the theme “Together for Health: Stand with Science,” doctors raised concerns about a growing social media trend in which “mom influencers” promote milk or energy mixes and multivitamin gummies as essential for children’s growth. A review of these posts shows that influencers actively promote these products across multiple social media platforms, often without credible scientific backing. Doctors say such promotions can mislead parents about children’s real nutritional needs.

Doctors Flag Sugary Milk Mixes

Doctors say many milk mixes marketed for children contain sugary, ultra-processed powders. Manufacturers often label these products as sugar, jaggery, honey, or date sugar, but they still add high levels of sweeteners.

L Swapna, head of neonatology at Niloufer Hospital, Hyderabad, warned that high sweetener content increases the risk of dental cavities and contributes to early-onset obesity, which doctors increasingly see among children. Doctors also caution that “sugar-free” claims can mislead parents. Many brands replace sugar with alternative sweeteners that produce similar health effects. Experts also discourage the use of non-sugar sweeteners in children’s diets. When children regularly consume highly sweetened foods, they develop strong preferences for sweetness, which can lead to unhealthy eating habits later in life.

Experts Raise Concerns Over Gummies

Doctors have also raised concerns about gummy supplements because they resemble candy and encourage children to treat supplements like sweets. Health experts emphasise that doctors should prescribe multivitamins only to address specific deficiencies. When parents rely on supplements unnecessarily, they often reduce dietary variety and assume that supplements can replace nutritious foods. Even gummies without added sugar can stick to teeth and increase the risk of tooth decay. These products can also pose a choking hazard for younger children.

Balanced Diet Meets Children’s Needs

Doctors have also questioned marketing claims that milk mixes provide “extra protein” needed for growth. Paediatrician Sivaranjani Santosh explained that children can easily meet their protein needs through regular foods. Diets that include eggs, milk, pulses, rice, nuts, fruits and vegetables already provide adequate nutrition for healthy growth.

Experts stress that no scientific evidence supports the routine use of processed powders to enhance growth. They also warn that companies mislead parents when they claim that such products can increase a child’s height, because genetics and overall nutrition primarily determine height. Doctors urge parents to encourage children to enjoy natural, home-cooked foods instead of relying on processed products. They also call on authorities to strengthen oversight of marketing practices that promote such products to parents, particularly on social media platforms where influencer endorsements strongly shape consumer behaviour.

Source: The Times of India