Michael McGrath (Cork South Central, Fianna Fail)
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482. To ask the Minister for Health the position regarding Government policy on the use of supermarket promotions on baby milk formula; and if he will make a statement on the matter. [48163/14]

Leo Varadkar (Dublin West, Fine Gael)
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In an effort to protect the health of infants, there are very strict EU rules for the composition, labelling, promotion and advertising of infant formula in the European Union. Point-of-sale advertising, the giving of samples or any other promotional device to induce sales of infant formula directly to the consumer at the retail level, such as special displays, discount coupons, premiums, special sales loss-leaders and tie-in sales are prohibited. Furthermore manufacturers and distributors of infant formulae are not allowed to provide, to the general public or to pregnant women, mothers or members of their families, free or low-priced products, samples or any other promotional gifts, either directly or indirectly.

From six months of age the diets of infants start to gradually diversify and they consume a more varied diet. Follow-on formula must comply with specific EU composition and labelling requirements as well as other general EU food law requirements.

These regulations were transposed into Irish law by S.I. No. 852 of 2007 and are enforced by Environmental Health Officers with the HSE under service contract with FSAI.

The WHO recommends that infants be exclusively breast-fed for the first six months of life to achieve optimal growth, development and health.

The HSE is reviewing its current Breastfeeding Strategy and in its Health and Wellbeing operational plan for 2015 it is intended to develop and initiate an Action Plan for Breastfeeding for 2015-2020.