Review of the Marketing in Australia of Infant Formulas: Manufacturers and Importers Agreement (MAIF Agreement)

My understanding is that the MAIF agreement is designed to ensure appropriate advertising of infant formula.

I recently expressed concerns to the MAIF Complaints Committee that I had noted several catalogue advertisements for bulk purchases of infant formula from major supermarket chains.

I was advised that the MAIF agreement did not cover advertising of infant formula in supermarket chains.

If this is the case, the MAIF agreement is supporting the use of breastmilk substitutes

For starters my reply is not fully informed as I would like to know who the participating companies are.

As a health provider, I am in 100% agreeance with this statement as I have witnessed this in practice

Please refer to reply in statement #1

The MAIF agreement applies to manufacturers and importers of infant milk products.
Once these products are passed along the sales chain towards supermarkets & pharmacies, there are no regulations in place within retail and this is the missing link that needs to be looked into.

Breastfeeding rates are incredibly poor at 14% of infants at 6 months of age.
Breastfeeding is no longer considered normal in our society for babies.
The MAIF agreement needs to be revised to rescue breastfeeding by including all stakeholders involved in the sales of breastmilk substitutes.

This is an area that needs an internal review of its own.

Health care professionals need adequate breastfeeding and infant feeding education as current standards are inadequate.

Investing in improved breastfeeding support services including access to Medicare rebates from IBCLC services is imperative.

Research demonstrates IBCLC's are the Gold Standard of Breastfeeding & Lactation Support - so better access for families via Medicare rebates making it more affordable for families is essential.

Social media and internet marketing is effective at normalising the use of infant formula.

1. Include the scope to include retail, social media & internet marketing
2. Provide Medicare funding for IBCLC support for breastfeeding/lactation issues in the private sector
3. Mainstream advertising the benefits of breastfeeding and breastmilk feeding for infant & maternal health & wellbeing

When I made the complaint, it was dealt with promptly & appropriately

I have no comment to make other than I think that the documents are appropriate to support interpretation of the current MAIF agreement

Very easy
Straightforward
Efficient

Please see previous response.
My complaint was found to not be in breach of the MAIF agreement as it does not extend to retail

By posting the outcomes of complaints, this demonstrates transparency to the public

AS mentioned above, when I posted my complaint, it was dealt with efficiently & promptly

I am unsure about this.

I think that the MAIF agreement is important as it provides some level of regulation to the marketing of breastmilk substitutes, however I think it needs to be reviewed and changes need to be made to help improve our breastfeeding culture

This would need to be dealt with on so many levels
1. Improved promotion & education of breastfeeding & breastmilk on maternal & infant health for the public & health care professionals (via TV, print, social media)
- aimed outcomes that our breastfeeding culture is improved so that more mothers breastfeed

2. Improved accessibility to breastfeeding support services by mothers & their babies via medicare funding for IBCLC's
- aimed outcomes that our breastfeeding culture is improved so that more mothers breastfeed

3. Our breastfeeding culture needs to be changed to make breastfeeding normal again
- aimed outcomes that our breastfeeding culture is improved so that more mothers breastfeed

4. I think infant formula should be taken off shelves - so that parents need to speak to a pharmacist to determine the safest infant formula for their child with health professional input at the point of sale
- aimed outcomes that mothers have greater opportunity to access referrals to IBCLC's for support
- negative impacts are that there may be a need for more pharmacists available to deal with queries, this may be dealt with by educating the staff as well

5. Specific breastfeeding & lactation education/courses need to be added to Maternal & Child Health & Midwifery Courses
- aimed outcomes that our breastfeeding culture is improved so that more mothers breastfeed
- mothers are consistently receiving evidence based support & advice

6. All breastfeeding mums need access to timely & unlimited IBCLC support post birth in the hospital and the home until breastfeeding is established
- aimed outcomes that our breastfeeding culture is improved so that more mothers breastfeed

Include retail into the agreement.
If retail stores are keen on providing free fruit to school kids, surely they would want to be involved in supporting infant & maternal health?

I have no other suggestions

Improved maternal & infant health outcomes such as reduced incidence of cardiac related illnesses, childhood leukemias, obesity, diabetes, breast & ovarian cancer, respiratory illnesses, gastrointestinal disease
Change in breastfeeding culture so more infants are being breastfed
Reduced expenditure on the health dollar through reduced paediatric admissions

I have no idea!

Funding

No