AMA calls for toddler milk marketing overhaul

The Australian Medical Association is calling for the government’s marketing guidelines on infant formula and toddler drinks to be scrapped and brought into line with international best practice.

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

The submission says Australia needs a marketing code of practice for breastmilk substitutes that mirrors the World Health Organization’s (WHO) international code.

“We need to scrap this voluntary code and replace it with the evidence-based best practice code. The good news is this code already exists in the WHO’s code,” AMA President Professor Steve Robson said.

The AMA is concerned the current code allows unnecessary and potentially unhealthy products to be marketed to parents under the guise of infant formula.

“We want to help parents and carers make informed decisions about their babies by having an evidence-based approach to health,” Robson said.

The current agreement only covers infant formulas to 12 months of age, which means that “unnecessary” products marketed at parents, such as toddler milks, are excluded. The WHO’s code of practice extends to 36 months and classifies toddler milk as a breastmilk substitute.

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

“Manufacturers and retailers who market infant toddler milks need to be held accountable and we know the current framework is not protecting our children’s health and wellbeing. This leaves the door wide open to invite inappropriate products in at a young age.”

Research shows milk marketed for toddlers does not provide value for money and is often packed with harmful sugars.

“The WHO’s marketing code provides comprehensive protection from irresponsible and manipulative industry marketing practices which we know are evolving to new online tactics,” Robson said.

Robson, who is a specialist obstetrician and gynaecologist, said doctors have a role to play in supporting parents and carers.

“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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