The Virtual Assistant To Detect Violations Of Online Advertising of Breastmilk Substitutes For Infants and Young Children from 0 – 36 Months Of Age

A&T has partnered with Hekate to create VIVID (Virtual Violations Detectors), a virtual assistant that uses artificial intelligence to automatically monitor advertising violations on cross-border platforms.

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Alive&Thrive (A&T)

FHI Solutions, a subsidiary of FHI 360, is an international nonprofit with a longstanding and proven track record improving global nutrition through innovative, evidence-based and scalable approaches. Currently supported by three centers of excellence, Alive & Thrive, Intake, and the 1,000 Days initiatives.

Alive and Thrive (A&T) is an initiative to save lives, prevent illness, and ensure healthy growth and development. A&T has worked in Ethiopia, Bangladesh, Burkina Faso, India, Nigeria, and throughout the East Asia Pacific region. Through application of its evidence-based framework and utilization of its robust network of partners, Alive & Thrive builds momentum, breaks down barriers, and supports a better future for women and children. The A&T initiative, managed by FHI Solutions, is currently funded by the Bill & Melinda Gates Foundation, Government of Ireland, UNICEF, the World Bank, and other donors.


Infringing Advertisements

There has been compelling evidence of pervasive, misleading and aggressive marketing of breastmilk substitutes (BMS), complementary foods, and related products on digital platforms and social media around the world. These marketing practices violate the International Code of Marketing of Breast-milk Substitutes and relevant WHA resolutions (the Code), and undermine breastfeeding and infant and young child feeding.

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Powerful Virtual Assistant

A&T has partnered with Hekate to create VIVID (Virtual Violations Detectors), a virtual assistant that uses artificial intelligence to automatically autodetect large amounts of violations on digital platforms to support the enforcement of the Code and national legislation system.

Outstanding Functions

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24/7 auto-detection of Code violations

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Labelling Code violations upon requests​ 

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Tracing violations from detection to penalty​


The Value We Create

4000 +

Violations Detected

Between 1 January 2021 and 31 December 2021, VIVID detected more than 4000 violations. They can be used to track prevalence, manage databases for easy analysis, and assist in national enforcement, advocacy, public knowledge, ethical investment, Environmental, Social, and Governance (ESG) guidance, and research.

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