The Australian Medical Association applauds the federal government's commitment to develop mandatory marketing guidelines for infant formula products.
AMA President Dr Danielle McMullen said it was encouraging that the federal government had listened to the calls of the AMA and other health groups to bolster and mandate the Marketing in Australia of Infant Formulas (MAIF) agreement.
In a submission to the Australian Consumer Competition Commission, Assistant Minister for Health and Aged Care Ged Kearney said, "the government is committed to mandating the MAIF agreement and acknowledges that a stronger regulatory framework is required".
Dr McMullen said the current voluntary marketing code has for too long allowed manufacturers and retailers to irresponsibly market their products to parents and carers.
"The government's commitment represents a critical moment for Australia as we move towards enforceable legislation that regulates the marketing of infant formula, which has become even more aggressive and irresponsible with the rise of social media," Dr McMullen said.
"Infant formula remains a safe and healthy alternative for parents who are unable or, for various reasons, choose not to breastfeed, but the marketing tactics used to promote the products must be regulated.
"Marketing of infant formula products in Australia risks creating confusion about the overwhelming benefits of breastfeeding. We applaud the federal government for acting on this issue, but we would also like to see regulations introduced on marketing of toddler milks."
The AMA has long called for Australia to adopt the World Health Organization's (WHO) International Code of Marketing of Breast Milk Substitutes , which aims to stop the aggressive and inappropriate marketing of breast-milk substitutes, including infant formula and 'toddler milks'.
"Despite being unnecessary for children and unhealthy, we have seen 'toddler milks' deceptively advertised as beneficial — this a milk myth that must be exposed," Dr McMullen said.
"Retailers must also be covered in the new marketing regulations, rather than just limiting it to manufacturers and importers."
Dr McMullen said the WHO's marketing code provides the best protection from irresponsible and manipulative industry marketing practices, which are becoming increasingly deceptive with the rise of new digital marketing technologies.
"It's not uncommon for new parents to experience some anxiety about infant feeding, and these shady marketing campaigns prey on this anxiety by promoting their products at a time of potential vulnerability for many parents," Dr McMullen said.
"Parents who are unable or choose not to breastfeed should be equipped with the best possible, evidence-based information to allow them to make informed decisions about breastmilk substitutes."
