Frank Feighan (Sligo-Leitrim, Fine Gael)
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Promoting an increase in the number of new mothers breastfeeding is a priority in the Healthy Ireland Strategic Action plan 2021-2025. Infant formula is needed as not all babies are breastfed.

The WHO International Code of Marketing of Breast Milk Substitutes is aimed at protecting children and families from inappropriate marketing of breastmilk substitute products. The Code covers infant formula products up to the age of 3 years.

The Department works closely with the HSE National Breast Feeding Co-ordinator, who has responsibility for the implementation of the HSE Breastfeeding Action Plan 2016-2021. The HSE has established the National Breastfeeding Implementation Group to progress the actions. A new Code of Marketing of Breast Milk Substitutes in public health services has been completed and is effective from 1st October 2021.

Detailed compositional and labelling requirements for infant formulae and follow-on formulae intended for use by infants in good health are set out in EU Regulations. The importance of the WHO International Code of Marketing of Breast-milk Substitutes is also recognised in these Regulations. Under the Regulations, the labelling, presentation and advertising of infant formulae and follow-on formulae must be designed so as not to discourage breastfeeding.

The labelling of infant formula must bear ‘a statement concerning the superiority of breast feeding and a statement recommending that the product be used only on the advice of independent persons having qualifications in medicine, nutrition or pharmacy, or other professionals responsible for maternal and child care’.

Furthermore, the advertising of infant formula is restricted to publications specialising in baby care and scientific publications. ‘Such advertisements may contain only information of a scientific and factual nature. Such information shall not imply that or create a belief that bottle-feeding is equivalent or superior to breast feeding’. Point-of-sale advertising, giving of samples or any other promotional device to induce sales of infant formula directly to the consumer at the retail level, is prohibited.

As the rules on the labelling, presentation and advertising of infant formulae and follow-on formulae are harmonised at EU level, it is not proposed to introduce additional national rules.