22 October 2024
Australian public health groups have welcomed the news that the Australian Government plans to better control how infant formulas are marketed in Australia, saying that the move will help protect children’s health and prevent parent confusion.
Currently the marketing of infant formulas in Australia is regulated by a voluntary agreement, but in a submission to the Australian Consumer and Competition Commission (ACCC) the Department of Health and Aged Care has outlined its plan to move to mandatory legislation and tighter controls.
The commitment has been applauded by the Public Health Association of Australia, Food for Health Alliance, and VicHealth.
Professor Kathryn Backholer, Vice President (Policy & Advocacy), Public Health Association of Australia, has welcomed the move, saying that the current voluntary agreement is ineffective, unenforceable and limited in scope.
“Infant formula manufacturers worldwide have a history of unethically promoting their products – putting profits before baby health. This marketing is designed to influence parents and caregivers and can ultimately cloud their judgement when they are trying to make the best decisions for their babies and toddlers.
“The current agreement around how baby formula is marketed in Australia is voluntary, and there are no consequences for companies who breach it. Concerningly, the complaints committee under this voluntary regime includes industry representation. As a part of the new regulation PHAA expects to see an enforcement system that is completely free of industry influence.
“The current voluntary agreement is widely ineffective when it comes to regulating marketing online and doesn’t extend to toddler milks or retailers – leaving loopholes that brands exploit.”
Ms Jane Martin, Executive Manager of Food for Health Alliance has also welcomed the news.
“Food for Health Alliance commends this positive move by the Federal Government to prioritise the health of Australian babies. This important step will bring Australia closer to World Health Organization recommendations.
“All babies deserve the best start, and nutrition in the first stage of a child’s life is especially critical for growth, development, and long-term health. These reforms are important to protect breastfeeding and to support parents who choose formula, to make informed choices.”
Michelle Murray, acting CEO at VicHealth commended the Federal Government for putting the health and wellbeing of babies and children above the profits of the infant formula industry.
“VicHealth welcomes the Federal Government's commitment to mandating the MAIF Agreement and stronger regulation of the marketing of infant formula,” Murray said.
“We’re deeply concerned about aggressive marketing practices to parents by the infant formula and toddler milk industry.
“This process has highlighted that a voluntary regulatory system simply doesn’t work. The commitment to mandate the MAIF Agreement and further examine toddler milks is a positive step forward in ensuring companies don't compromise public health."
The Government submission recommends that the ACCC renew the current voluntary agreement for two years to allow time for mandatory regulations to be introduced.
“During the period where the Government works to bring in legislation, we accept that an extension of a strengthened voluntary agreement is a pragmatic option. But only in circumstances where strong regulation is the foreseeable outcome,” says Professor Backholer.
“The government’s commitment to mandate and strengthen the rules for infant formula marketing is a win for public health, but there's still work to be done. Food for Health Alliance would like to see government also regulate toddler milk marketing in the same way as it will infant formula, and hold retailers to these same high standards,” concludes Ms Martin.
ENDS
Media contacts
Public Health Association of Australia: Paris Lord, plord@phaa.net.au, 0478-587-917
Food for Health Alliance: Lauren Zammit, lauren.zammit@cancervic.org.au, 0401-656-432
VicHealth: Sean Munaweera, smunaweera@vichealth.vic.gov.au, 0413-349-668
Contact details:
Public Health Association of Australia: Paris Lord, plord@phaa.net.au, 0478-587-917
Food for Health Alliance: Lauren Zammit, lauren.zammit@cancervic.org.au, 0401-656-432
VicHealth: Sean Munaweera, smunaweera@vichealth.vic.gov.au, 0413-349-668
