AMA calls for overhaul of infant formula marketing guidelines

AUSTRALIA – The Australian Medical Association (AMA) has called on the government to abolish the current marketing guidelines for infant formula and toddler drinks and align them with international best practices.

This call is part of the AMA’s recommendations in their submission to the Australian Competition and Consumer Commission’s (ACCC) consultation on authorizing the current voluntary and self-regulated code—the ‘Marketing in Australia of Infant Formulas: Manufacturers and Importers (MAIF) Agreement’—for another five years.

The AMA advocates replacing the current voluntary code with one that mirrors the World Health Organisation’s (WHO) international code on breastmilk substitutes.

AMA President Professor Steve Robson emphasized the need for an evidence-based best practice code established by the WHO.

The AMA expressed concerns that the current code allows the marketing of unnecessary and potentially unhealthy products under the guise of infant formula.

Professor Robson highlighted the importance of an evidence-based approach to health in helping parents and carers make informed decisions about their babies.

The current MAIF Agreement only covers infant formulas up to 12 months, leaving products like toddler milk outside its scope.

The WHO’s code extends to 36 months and includes toddler milk as a breastmilk substitute. Robson criticized toddler milk as unnecessary, unhealthy, and deceptively marketed as beneficial, calling it a “milk myth that needs to be busted.”

The AMA stressed the need for manufacturers and retailers to be held accountable for marketing infant and toddler milk, pointing out that the current framework fails to protect children’s health and well-being.

”Toddler milk is unnecessary, unhealthy, and deceptively marketed as beneficial — they are a milk myth that needs to be busted,” Professor Robson said.

“Manufacturers and retailers who market infant toddler milk need to be held accountable, and we know the current framework does not protect our children’s health and wellbeing. This opens the door to invite inappropriate products in at a young age.”

Research indicates that milk marketed for toddlers does not provide value for money and is often high in harmful sugars.

The WHO’s marketing code is praised for providing comprehensive protection from irresponsible and manipulative industry marketing practices that increasingly use online tactics.

Robson, a specialist obstetrician, and gynecologist, underscored the role of doctors in supporting parents and carers, promoting breastfeeding as the optimal infant feeding method, and ensuring that those unable or choose not to breastfeed can still access appropriate support and information to make informed choices.

“We want to promote breastfeeding as the optimal infant feeding method, but efforts should also be made to ensure that parents and carers who are unable or choose not to breastfeed can still access appropriate support and information and make informed choices,” he said.

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