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Infant Feeding Guidelines for Health Workers submission

B. Please provide contact details
Personal information provided, e.g. contact details, will only be used for the purposes of developing resources relevant to this consultation document and will not be disclosed outside of members of NHMRC staff and NHMRC Committees. Such Information will not be used or disclosed for any other purpose, without prior written consent.
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C. Additional Information
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Midwife and Lactation Consultant
E. Submission

As a Midwife and Lactation Consultant dispondent about Australia's current breastfeeding rates beyond the first 6 weeks of life, I wish to make a suggestion for future policy.  I am absolutely in favour of your tobacco plain packaging legislation and wondered if you would consider it for infant formula.  Obviously it isn't in the same category as tobacco and the warning would need to be modified significantly but I believe the cutsie pie baby faces and misleading marketing text on the cans serves to "glamorize" the product and represent subliminal messages advocating artificial formula as an equivalent if not superior feeding choice over breastmilk.  The brands also compete heavily with each other and the cost difference is enormous for very little, if any gain.

Thanks in advance for your consideration of my suggestion and I look forward to your thoughts on the matter.

Page reviewed: 14 December, 2012