Breastfeeding advocates call for plain packaging to tackle ‘predatory’ formula marketing

Breastfeeding advocates are pushing for tough new laws to stop “predatory and exploitative” marketing of baby formula ahead of a federal review of the industry’s voluntary code.

Australian Breastfeeding Association President Margaret Grove said the MAIF agreement was “a toothless tiger” without sanctions for breaches and that a total ban - covering all producers and retailers, and preventing promotion to health professionals - was needed.She said plain packaging laws, like those that apply to tobacco products, were “not a bad idea” and could stop infant formula makers from promoting their brands through regulatory loopholes.

A health department spokesman said an external reviewer would be appointed to review the MAIF agreement “by the end of 2022”. A global report published by the World Health Organisation and UNICEF in February found that multinational infant formula makers were engaged in “systematic and unethical marketing strategies” that manipulated scientific claims to undermine women’s confidence in breastfeeding.

Research has shown that many toddler milk products are high in sugar, contain fewer key nutrients and are more expensive than regular milk, but they are not covered by the industry code.“If you can market cocoa puffs, if you can market gummy vitamins that are full of sugar, then you should be able to market toddler milk drinks,” she said.

Health Minister Greg Hunt unveiled a National Breastfeeding Strategy in 2019, with the goal of increasing exclusive breastfeeding to 6 months to 40 per cent by 2022. But the government does not know if this target will be met as it has not ordered another national survey.

How about the ABA focus on education and information that is science based and up to date, rather than telling women how to live, and trying to shame women into breastfeeding when it isn’t the best option in every instance.

Never felt guilty bottle feeding three daughters. St Vincent’s hospital back then wouldn’t feed my first child suggesting it can take up to three days for breast milk to come in ..I got my partner to sneak in baby formula and I never looked back ..breast feeding is not compulsory

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