The World Health Organisation International Code of Marketing of Breast-milk Substitutes, article 5.5 prohibits seeking direct and indirect contact with mothers of infants and young children, that is children up to 3 years of age. UNICEF has previously stated that: “any form of contact with mothers of children under 3 years is prohibited, irrespective of the motivation behind the contact.”

If you get a free sample of an artificial baby milk, or are invited to join a branded “club” (as is being widely advertised with prize giveaways at the moment), you are witnessing a violation of an international code that is designed to save lives.

The APMAIF is a regulatory body that is designed to oversee the marketing of artificial baby milks in Australia. If you see a breach of the code, you should report it to the APMAIF, and they should follow up and stop the breach, and punish the offender.

But the APMAIF is an industry body. It is made up of all the companies themselves, and they have absolutely no desire to follow up on breaches of the code. The lunatics have taken over they asylum, and are handing out happy pills.

So next time you see formula on special, or grab a parenting magazine with a formula sample in it, complain to your local member. The APMAIF won’t do anything about it.

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