AMA Submission to Marketing in Australia of Infant Formula (MAIF) Agreement Review
The AMA acknowledges the Marketing in Australia of Infant Formula (MAIF) Agreement is a voluntary, self-regulatory code which restricts signatories’ ability to promote and market breastmilk substitutes. Efforts should be made to ensure that parents who are unable or choose not to breastfeed can still access appropriate support and information to allow them to effectively feed their infant.
The AMA is concerned that due to the current approach of the MAIF Agreement, consumers are not being protected and kept well informed on all parties marketing infant formula. This is due to the ‘opt-in’ nature of the MAIF Agreement as it now stands, as well as digital marketing practices that fall out-of-scope of the MAIF currently.
The AMA believes that parents should receive appropriate education from health professionals, regarding infant feeding patterns, perception of milk supply and infant feeding cues. Health professionals should have a clear source of information to turn to, when looking to provide advice to patients on the options around infant formula use.