Restricting the online advertising of infant formula will create "greater support for infant feeding choices", according to Comisiún Na Meán.

The new Irish broadcasting regulator, formally established in March of this year, is demanding further restrictions on the online advertising of infant formula.

The restrictions are one of the measures proposed by the Breastfeeding Parliamentary Committee to support infant feeding choices.

Speaking to Newstalk Breakfast, Green Party Senator Pauline O’Reilly said the World Health Organisation believes more restrictions on advertising formula milk are required.

"What we also propose is that we see more advertising of breastfeeding itself, and also what kind of supports are available," she said.

"The majority of people in Ireland go into hospital wanting to breastfeed, and what we're seeing is that the majority are coming out a few days later or a few months later, not having achieved the goals that they've set for themselves."

Breastfeeding rates

Ireland has a "really low" breastfeeding rate, according to Senator O'Reilly.

"Of course, it's a matter of choice what people want to do, but if they set out wanting to breastfeed, then I think it's a duty of the country to make sure that they can achieve that," she said.

"There's a restriction, so, you can't actually advertise infant formula in Ireland.

"A workaround has been found by formula companies where they advertise, really heavily, follow-on milk, which effectively is just advertising the same thing."

Shame

Senator O'Reilly said it is vital that the advertising restrictions don't lead to the shaming of mothers who choose not to breastfeed.

"Formula companies wouldn't advertise so heavily if it wasn't going to have an impact," she said.

"I've been there myself, and I'm sure many of us have, in the middle of the night at 3am, and you go searching online for help with breastfeeding and what pops up at you is a formula milk ad.

"I don't think that we're being fair to women, and giving them the kind of access that they want to the information that they need about breastfeeding."

Midwives

Included in the proposal from the Breastfeeding Parliamentary Committee is a suggestion that Government would increase midwifery care.

"What we've asked for from the Department of Health is a better ratio of women to midwives [and] advertising so that people can get help about where to get access for help with breastfeeding," she said.

"Also, [we want] information on actually what's the state of play in Ireland in relation to feeding children, and a proper server hasn't been done for 15 years.

"We're not concentrating on one over the other."

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