AMA calls for stronger regulation of infant formula marketing
The federal AMA has lodged a submission to the federal government’s consultation on restricting infant formula marketing, calling for strong, mandatory regulation aligned with the World Health Organization’s International Code of Marketing of Breastmilk Substitutes.
Our submission warns that current marketing practices prioritise commercial interests over the health and wellbeing of babies and families.
Aggressive promotion of infant formula, toddler milks, bottles and teats can undermine breastfeeding, exploit parental anxieties during a vulnerable life stage, and distort healthcare settings. Our submission argues that voluntary approaches have failed to prevent misleading and pervasive marketing, particularly in digital and retail environments.
The submission highlights serious concerns about toddler milk marketing, which often acts as indirect promotion of infant formula through shared branding and cross‑promotion, despite these products being unnecessary for most children. We support comprehensive legislation that includes retailers and pharmacies, limits price promotions, strengthens restrictions on industry engagement with health professionals, and prohibits sponsorship of professional education to avoid conflicts of interest.
Of the policy options under consideration, we strongly support legislation aligned with the former MAIF (marketing infant formula in Australia) Agreement plus additional controls on retailer and toddler milk marketing, noting this approach offers the greatest long‑term benefit for families, health professionals and the health system.
We are undertaking a short survey of health professionals to understand their experiences of infant formula marketing.
