31 Oct Tighter Rules Coming for Infant Formula Marketing in Australia
New Legislation Will Support Parents in Making Better Feeding Choices
Australian public health groups are praising the Government’s decision to introduce stricter rules for the marketing of infant formulas. This change aims to protect children’s health and prevent confusion for parents trying to make the best decisions for their babies.
Currently, infant formula marketing is regulated by a voluntary agreement, but the Government plans to move to mandatory legislation, according to a submission made to the Australian Consumer and Competition Commission (ACCC).
Why the New Rules Matter for Parents
Experts say that the current voluntary system isn’t enough to protect families from misleading marketing by formula companies. Professor Kathryn Backholer from the Public Health Association of Australia explains that some brands prioritise profits over children’s health and use marketing to influence parents’ choices.
“The voluntary agreement isn’t enforceable, and companies that break the rules face no consequences. We need stricter rules without industry involvement to close these loopholes,” says Professor Backholer.
She also warns that current marketing practices often target parents online and through retailers, further complicating their feeding decisions.
Supporting Better Nutrition for Babies
Jane Martin from the Food for Health Alliance says the new regulations are a positive step that aligns with World Health Organization (WHO) recommendations.
“All babies deserve the best possible start. Nutrition in the first stages of life is critical for healthy growth and development,” Martin says. “This change will not only protect breastfeeding but also help parents who choose formula to make informed decisions.”
The new legislation will also address concerns about toddler milks, which are often marketed in ways that mislead parents into thinking they are necessary for their child’s diet.
A Big Win for Public Health
Michelle Murray, acting CEO of VicHealth, says the decision is long overdue.
“We’ve seen how aggressive marketing can mislead parents. This move puts the health and wellbeing of babies first, instead of corporate profits.”
While the new rules are being developed, the Government has proposed renewing the voluntary agreement for two years. Health groups say this is only acceptable if stronger regulations are guaranteed.
“This is a step in the right direction, but there’s more to do,” says Martin. “We hope to see the same strict standards applied to toddler milks and retailers in the future.”
