Anxious new parents and carers will be protected from being "preyed on" by baby formula manufacturers using "shady" and "irresponsible" marketing tactics. or signup to continue reading Australia's Department of Health has committed to mandating an industry code that oversees advertising standards around baby formula. The new code would replace the voluntary and self-regulatory , which restricts infant formula manufacturers and importers who opt-in from advertising and promoting formula for infants up to 12 months of age.
The current agreement carries no penalties for breaches, has limited ability to regulate digital marketing practices or manage complaints and does not extend beyond products advertised to children over 12 months old and toddler milk products, the department said in a submission to the Australian Consumer and Competition Commission. "Effective regulation is essential to protecting and promoting breastfeeding, which in turn supports public health outcomes," the department said. The move has been welcomed by public health groups who say it will help protect children's health and prevent parent confusion.
While infant formula remains a safe alternative for parents who are unable or choose not to breastfeed, the current code has allowed manufacturers and retailers to irresponsibly market their products, Australian Medical Association President Danielle McMullen said. "It's not uncommon for new parents to experience some anxiety about infant feeding, and these shad.