The government has asked the consumer watchdog to reauthorise the current code for another two years with mandatory controls, as the new code is established.
It would replace the voluntary and self-regulatory Marketing in Australia of Infant Formulas agreement. "Effective regulation is essential to protecting and promoting breastfeeding, which in turn supports public health outcomes," a spokesperson said.Public health groups have welcomed the move, which aims to protect children's health and prevent parent confusion.
"Despite being unnecessary for children and unhealthy, we have seen 'toddler milks' deceptively advertised as beneficial — this a milk myth that must be exposed." "This marketing is designed to influence parents and caregivers and can ultimately cloud their judgement when they are trying to make the best decisions for their babies and toddlers," Professor Backholer said.