Parents and caregivers have many options when it comes to baby formula and toddler milk. However, public health groups are warning that the marketing of these products can be misleading.
Professor Kathryn Backholer, vice president of Development at the Public Health Association of Australia, points out several loopholes in the marketing practices. She notes that companies often make false claims about nutritional benefits, including assertions that their products can help babies sleep better. “Breastfeeding is best if women can do that,” she emphasizes, adding that there are other options after baby formula, such as cow’s milk.
Experts are also worried about the nutritional value of these highly processed products, especially concerning the high sugar content found in some toddler milks. Michelle Murray, executive manager for Health Promotion Systems at VicHealth, highlights that companies can market toddler milks in packaging that closely resembles infant formula, which may confuse consumers and promote infant formula inadvertently.
In Australia, the marketing of infant formula is currently governed by a voluntary agreement, but only 18 companies have signed up to this code. Professor Backholer states that an independent review revealed the self-regulation within the industry is ineffective. “Infant formulas are controlled through a voluntary agreement written and monitored by the industry itself,” she explains. “This is concerning because the same industry profits from these marketing practices.”
To address these issues, the Australian Competition and Consumer Commission (ACCC) and the Department of Health and Aged Care are proposing mandatory legislation and stricter controls. Jane Martin, executive manager of the Food For Health Alliance, explains that the new rules would apply to all manufacturers of these products. The proposed legislation would prohibit marketing these products on digital platforms, which are commonly used to reach potential parents and caregivers.
Martin adds that the new regulations would also prevent the industry from handling complaints, as this is not considered best practice. Importantly, breaches of these guidelines would lead to consequences, as there are currently no penalties for failing to comply with the voluntary guidelines. “It’s crucial that companies adhere to these regulations and that there are repercussions for violations,” she states.
While it may take several years to finalize the new mandatory laws, the Department of Health plans to enhance the existing voluntary code. The aim is to make the social and digital marketing of baby formula products less misleading for consumers.
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