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For babies, breast still best formula

Remember, breast is still best

Manufacturers have long been capitalising on parents' concerns for their babies' well-being and flood the market with formula milk products that purportedly make infants healthier and smarter.

Manufacturers have long been capitalising on parents' concerns for their babies' well-being and flood the market with formula milk products that purportedly make infants healthier and smarter. The nutritional and health claims, many of which are dubious or misleading, are amplified by intensive television commercials. The need for regulation is obvious.

Years after the Consumer Council shone a spotlight on the matter, the government has finally launched a public consultation on a proposed regulatory regime. Belated as it is, the move is a step in the right direction.

Officials must realise that they are wrestling with an industry making huge profits with questionable business strategies. If the experience of introducing a voluntary advertising code on infant milk formula is any reference, the industry was not very cooperative. The move to regulate by law will be even tougher.

Parents can be excused for feeling confused by the consultation, which gives the public the choice of getting tough or staying lenient towards the industry. There will be different levels of restrictions regarding nutrient and health claims, depending on the product and the target age group. For instance, the government only intends to ban nutrient-content claims - such as "good source of calcium" or "enhanced DHA" - in infant milk formula. Nutrition and health claims in products for older children may still be allowed under a so-called inclusive approach. The lack of a concrete timetable for legislation further fuels the impression that the government is yielding to industry pressure.

It is important that officials are seen as putting the interests of parents and babies above the industry's. That involves demonstrating a strong commitment to banning misleading claims and to explain clearly the rationale behind the different arrangements. Putting the right regulations in place is only half the job; officials needs to step up promotion for breastfeeding, an alternative far better than formula milk.

This article appeared in the South China Morning Post print edition as: For babies, breast still best formula
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