Niall Collins (Limerick County, Fianna Fail) | Oireachtas source

I thank Senator O'Reilly for raising this very important issue. Encouraging mothers to breast-feed is a priority, both for the Department of Health and for the HSE. National health policy, including the Healthy Ireland framework, the Healthy Ireland strategic action plan, the national maternity strategy, the obesity policy and action plan, and the national cancer strategy, emphasises the importance of supporting mothers who breast-feed, as well as taking action to increase breast-feeding rates in Ireland.

The HSE's Breastfeeding in a Healthy Ireland action plan is the framework for progressing supports for breast-feeding in Ireland. The Department of Health works closely with the HSE national breast-feeding co-ordinator, who has responsibility for the implementation of the HSE's breast-feeding action plan from 2016 to 2021, which has been extended to 2025. One key action of the action plan is to strengthen compliance with the WHO's international code of marketing of breast-milk substitutes and subsequent WHA resolutions. The HSE implemented its national policy to support compliance with the code in 2021. The marketing of breast-milk substitutes and new standards for infant feeding in maternity services require that there is no advertising of formula milk, teats, bottles and soothers in any part of the maternity services and that staff take active measures to protect themselves and parents by not participating in formula industry-sponsored training and events. Further measures to improve and monitor compliance with the WHO code are necessary across Departments and in partnership with cross-sectoral agencies and, as such, advertising and marketing through media falls under the remit of the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media.

Coimisiún na Meán was established in March 2023 further to the provisions of the Online Safety and Media Regulation Act 2022. This Act amended the Broadcasting Act 2009 to establish Coimisiún na Mean and dissolve the Broadcasting Authority of Ireland, BAI. In addition to undertaking the functions of the BAI as the regulator for broadcasting in Ireland, Coimisiún na Meán is to establish a regulatory framework for online safety, update the regulation of television broadcasting and audiovisual on-demand services, and transpose the revised audiovisual media services directive into Irish law. Officials from the Department of Health have contributed to the public consultation on the draft safety code and have met with officials from an coimisiún to discuss implementing codes that would restrict the marketing of high-fat, high-sugar and high-salt foods and beverages to children, and that includes infant formula.

The WHO guidance on regulatory measures aimed at restricting digital marketing of breast-milk substitutes highlights that digital environments are fast becoming the predominant source of exposure to the promotion of breast-milk substitutes globally, with practices that are diverse and constantly evolving. The WHO guidance outlines clear recommendations for the implementation of regulatory frameworks in member states which Department of Health officials can consider in future consultation with an coimisiún going forward. The resolution is currently being drafted by the ministry of health in Brazil and has not yet been shared with member states of the WHO. However, following circulation of the draft resolutions and agreement by all WHO member states, Ireland will then consider co-sponsorship. Until such time as online safety codes are developed by an coimisiún, the HSE provides evidence-based impartial information and support for feeding options in infants and young children on the mychild.ie website and social media channels.