Reproduced from 'Essence' magazine
Volume 40, Number 2
Exclusively for ABA subscribers

by Julie Smith
Member Board of Directors, Hon Treasurer, Breastfeeding Counsellor
ACT and Southern NSW Branch public relations officer and Advocacy Working Group member

The good news in 2003 was that exclusive breastfeeding to around six months was the official public health guideline for infant feeding in Australia. Experts advising the World Health Assembly had provided evidence that introducing solids earlier than six months increases babies' chances of illness, without improving growth.

The bad news is that labels on baby foods in Australia may not be updated, and mothers will be misled for many years to come about the right age to start giving their babies solid food or drinks.

The Australian Breastfeeding Association recently met with officials and parliamentarians in Canberra to argue that infant food labelling regulations should immediately be revised to reflect the six-month health recommendation. Unfortunately, industry lobbying may undermine Australia's new 'six-month' exclusive breastfeeding guideline, and delay indefinitely any changes to our baby food labelling laws. We were told that Australia might not update our baby food labelling rules, as New Zealand is not amending its public health guidelines to reflect the new evidence. The minimum recommendation in New Zealand is just four months of exclusive breastfeeding. Industry argues that changing Australian labelling laws to reflect the six months recommendation would make our rules inconsistent with New Zealand 'standards'.

Also, we were told, another two years could pass before consumers see a difference in baby food labels on supermarket shelves, unless government regulators can be persuaded they need to invoke special fast-tracking provisions to protect public health.

This news is disturbing. Many mothers rely on commercial baby food labelling to decide when to start offering solids or juices. At present, baby foods and juices are advertised and promoted for babies much younger than six months. Official statistics shows an increasing number of Australian babies have formula or solids before six months. Fewer than two in ten babies are exclusively breastfed to the recommended six months of age. Mothers introducing solids or drinks early may unknowingly compromise their babies' health. Inaccurate baby food labelling is a problem our health system cannot afford.

Must Australian mothers and babies really be denied the benefits of an informed choice simply because of outdated infant feeding guidelines in New Zealand? No!

Firstly, the food labelling laws for both Australia and New Zealand impose a legal requirement for our food labelling regulations to give priority to protecting public health and preventing businesses misleading consumers. That means amending baby food labelling laws to reflect the evidence-based six-month exclusive breastfeeding recommendation.

Secondly, achieving consistency with international standards may be desirable, but our laws make clear it is not the overriding consideration. In any case, the relevant 'standard' to be consistent with is the World Health Assembly Resolution for six months exclusive breastfeeding, not the New Zealand guidelines.

Because of New Zealand's weaker breastfeeding guidelines, a 'lowest common denominator' approach is being used to protect industry profits. Heinz-Wattie, a baby food manufacturer, is a major sponsor of Royal New Zealand Plunket Society, the organisation which runs most baby health clinics there. Baby food companies can use their influence in New Zealand's public health system to keep New Zealand infant feeding guidelines weak and outdated. It seems that unless Australian mothers demand accurate information on baby food labels as a public health priority, our Government may succumb to industry pressure.

We are asking to you to help make a difference to the 200,000 breastfeeding babies who are born each year in Australia. Help mothers breastfeed for longer, with ACCURATE information on baby labels NOW.

Food Standards Australia New Zealand (FSANZ) is now considering new draft labelling requirements. Write, fax or email them at: PO Box 7186 Canberra MC ACT 2610 Fax: 61 2 6271 2278 jenny.hazelton@foodstandards.gov.au   It would also help to (send a copy to) your local MP or Senator, Parliament House Canberra 2000 (email/fax details at http://www.aph.gov.au/whoswho/index.htm), and to the Chair of FSANZ (Hon. Rob Knowles, 123 Lonsdale Street Melbourne 3000)