The Hidden Lives series broke the rules – This is how the production commented

Secret lives – series episodes 4512 and 4519 show baby formula and detoxification products in several scenes. In scenes Kari Taalasmaa pour the product into a baby bottle and feed it Wholesale– for the boy. You can watch episodes from here.

According to the Food Agency, advertising of breast milk substitutes should be limited to healthcare professionals and authorities only. For this reason, the products may not appear in TV series.

– Labeling, presentation and advertising of breast milk substitutes and weaning products must be designed so that they do not encourage giving up breastfeeding, the website of the Food Agency states.

Iltalehti reached out Secret lives – the producer in charge of the series Seija-Liisa Eskola to comment on what happened.

– We take full responsibility for this and we know that these products should not exist. The props team has a huge amount of stuff and products that they use. There has been a work accident here and this is why this has happened, Eskola commented.

Secret lives – series episodes are filmed in a row, which is why the same substitute bottles and products have appeared in several episodes and scenes.

– We understand the seriousness of the situation, and under no circumstances do we want to advertise such products, Eskola continues.

Eskola says that they knew within the working group that breast milk substitutes are not allowed to be advertised. However, the information had not spread to all employees. Eskola also says that Secret lives -series does not include product placement.

– Our props team has hundreds of things they have to check every day. It was unfortunate that this went through, as they do a meritorious job.

Iltalehti also reached the executive director of Imetysen tuki ry Heidi Kervinen and breastfeeding promotion specialist Niina Pöyhönen to take a stand on the matter. The media and TV series can do their part to normalize stages related to breastfeeding and feeding children and offer peer support through their activities.

– The use of formula and bottle feeding can also appear as part of the content of the TV program, describing one way of feeding a baby. This can be done so that the brands and packaging are not visible, says Imetysen tuki ry.

Imetysen tuki ry says that the marketing restrictions are based on the fact that “the nutrition of each baby would be individually implemented in the best possible way, and that the use of the products would be safe”.

– When formula products are needed to secure the baby’s growth and development, or when breastfeeding is not the family’s wish, parents have the right to receive information and individual guidance about health care when using the formula, the association’s representatives answer.

Secret lives -series includes both breast milk substitutes and weaning products. Iltalehti reached out to an expert from the Food Agency Sanna Kiuru states that there are also differences in the advertising regulations and nutrition and health claims of the products in question.

A weaning product refers to food that is intended for an infant when a suitable complementary food is introduced. Such products are only suitable for babies older than six months.

– The advertising of weaning products is not as restricted as that of breast milk substitutes, but certain nutrition and health claims can, for example, be made about them in accordance with the terms of the legislation. However, weaning products must not be used to market breast milk substitutes, but the consumer must be given the opportunity to clearly distinguish the products from each other. The importance of breastfeeding should not be underestimated, the Food Agency states.

Salatut elämät series weekdays at 19:30 on MTV3 channel and MTV Katsomo.