In an ad, by a renowned milk company in Bangladesh, we see a gentleman drinking milk straight from a milk container. Also, in a documentary by another popular milk company, we see a company providing free milk packets to school children in a village. In both the videos, we understand that both companies are delivering a common message: “Drink milk directly from our container”.

Pasteurized milk means in simple words pre-heated milk, where upon heating for a certain period of time at a certain temperature, milk (pasteurized) becomes safe to drink. However, in Bangladesh, the International Centre for Diarrhoeal Disease Research, Bangladesh (iccr,b) recently published a report and was quoted in the daily Prothom Alo. The report stated that 77{47e584cf7dccc8233e4e05281ae2fbfd78e50bb772fa1ff4e19682798b0f75ae} of pasteurized milk in the Bangladeshi market contains bacteria such as e-coli, coliform and fecal coliform. These colis can cause pneumonia, diarrhoea, respiratory illness, specifically to children.

Sadly, in their advertisements, most milk companies do not detail whether their milk shown in the advertisements are pasteurized. Focus is given more on the emotional message they try to send to their audience in order to influence them to buy their products. Unfortunately, the icddr,b report does not state any brand names who are part of the 77{47e584cf7dccc8233e4e05281ae2fbfd78e50bb772fa1ff4e19682798b0f75ae}.

Therefore, it’s necessary to not fall blindly to the emotional messages of the ads. Also, we highly recommend to heat milk at 100 degree celsius for 15 minutes before consumption, as stated by the icddr,b report.


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