Senator Pauline O'Reilly called on Ireland to co-sponsor with Brazil a WHA resolution on digital marketing.
March 21, 2024
https://www.oireachtas.ie/en/oireachtas-tv/seanad-eireann-live/
A great speech was just given by Senator Pauline O'Reilly. Senad Alien. *
Minister Niall Collins, according to The government said it would consider co-sponsorship once the draft draft has been circulated to all WHO member states and agreed to.
https://www.youtube.com/watch?v=slZeNnFGYQI&t=357s
- It also includes the upper house of the Oireachtas (Irish Parliament), the President of Ireland and the Dáil Éireann (lower house).
Record of the discussion:
Senator Pauline O'Reilly: Embarrassingly, Ireland has the lowest breastfeeding rates in Europe and, in fact, one of the lowest breastfeeding rates in the world.
A recent study in The Lancet showed that 800,000 babies and 20,000 women die each year because they don't breastfeed. This must be shocking to those of us who live in first world countries. We know that steps have been taken in Ireland to deploy more lactation consultants in terms of supporting peer-to-peer support on the ground, but more needs to be done.
As a result, our Women's Caucus has established a committee on breastfeeding, of which I am the chairperson. Yesterday, we were delighted to have members from UNICEF, members from Bein Bisa and indeed experts from UT Dublin come to us and present the Global Breastfeeding Initiative report. I was also happy to see Minister McConalogue come and proudly post a photo of himself on social media holding a sign that read: 'I support breastfeeding in Ireland'. Mr McConalogue is clearly the Minister for Agriculture, Food and the Marine and I think it's a really good step in the right direction that the Government is taking this issue seriously.
Well, last year we Online Safety and Media Regulation Bill And we were thrilled that Minister Catherine Martin accepted our own request to limit breast milk substitutes. Why does it matter? We know that unrestricted sales of breast milk substitutes reduce breastfeeding rates. We also know that we have a highly marketed industry here in Ireland. So what is online marketing for breast milk substitutes? What does it mean? It targets women over a certain age. They may be struggling to feed their small infant in the middle of the night, or they may turn to the internet for support or type in that they are looking for breastfeeding support. What was displayed was an advertisement for powdered milk. And without support, there's no doubt that it's easy to think this might be the solution, but in reality, we're failing women. We are reassuring women who want to breastfeed by using this highly promoted product. Access to formula should not be restricted at all. It's a family's personal choice as to how they want to feed their child milk.
However, it should be noted that more than 60% of women want to breastfeed. They go to the hospital hoping to breastfeed, but only half that number actually do so. We are failing people when they have made a conscious decision and the state is not supporting them. So, Minister, one of the things we can do is co-propose World Health Organization guidance on this published regulatory measure aimed at restricting the digital marketing of breast milk substitutes, following the Online Safety and Media Regulation Bill. It is to declare that one is a person. For example, I know that Brazil is willing to become a sponsor. I think that would send a very strong signal that Ireland is a co-sponsor. This resolution will be tabled at the World Health Assembly in May 2024, so I hope the Department will bring it forward, in line with the support of the Minister, Minister McConnell yesterday, and in line with the Government's support for measures such as lactation consultants. I would like to hear that you support it. Let me tell you, I think we need more people than just lactation consultants. We need more midwives to spend more time with women. We hear that from both medical professionals and women who often don't have access to support.
Minister Niall Collins
The importance of breastfeeding is recognized around the world…HSE National Health Policy and including that A healthy Irish framework, Healthy Ireland Strategic Action Planafter thatBirth strategy, Obesity policy and action plan And that National Cancer Strategy – All emphasized the importance of supporting mothers who breastfeed, as well as taking action to increase breastfeeding rates in Ireland.
HSE Breastfeeding Action Plan for a Healthy Ireland A framework for promoting breastfeeding support in Ireland. The Department of Health works closely with the HSE's National Breastfeeding Coordinator. HSE Breastfeeding Action Plan 2016 to 2021has been extended until 2025.
One of the important actions is HSE Breastfeeding Action Plan is to strengthen compliance with the World Health Organization. International Marketing Code for Breast Milk Substitutes and the subsequent WHA resolution. The HSE implemented a national policy in 2021 to support compliance with the Code.
New standards for the marketing of breastmilk substitutes and infant feeding in maternity services require that formula nipple bottles and pacifiers not be advertised in any part of maternity services, and that staff protect themselves by not participating in the formula industry. We need to take proactive steps to protect parents. Sponsored training and events. Further steps are needed to improve and monitor compliance with WHO norms, with cooperation across government departments and sector agencies.
Such advertising and marketing through the media falls under the jurisdiction of the Department of Tourism, Culture, Arts and Sports. Koimisiun na meian (It was established in March 2023 to further advance the provisions of CnaM). Online Safety and Media Regulation Act This law amended the Broadcasting Act of 2009 to establish CnaM and dissolve the Broadcasting Act. irish broadcaster (BAI) in addition to acting as the broadcasting regulator in Ireland.
CnaM aims to establish a regulatory framework for online safety, update the regulation of television broadcasting and audiovisual on-demand services, and transpose or revise the Audiovisual Media Services Directive into Irish law. Department of Health officials contributed to public consultation on the draft safety regulations and met with committee staff to review regulations restricting the sale of high-fat, sugary and salty foods and beverages, including infant formula, to children. We discussed implementation.
WHO Guidance on Regulatory Measures Aimed at Restricting Digital Marketing of Breastmilk Substitutes I'm emphasizing one thing.
The WHO guidance outlines clear recommendations for implementation of the regulatory framework in member states, which health ministry officials can consider in future consultations with CnaM.
The resolution, which is currently being drafted by Brazil's Ministry of Health, has not yet been shared with World Health Organization member states. However, following the circulation of the draft resolution and the agreement of all WHO Member States, Ireland will consider co-sponsorship.
Until online safety regulations are developed by CnaM, the HSE will provide evidence-based, unbiased information and support for infant and young child feeding options. mychild.ie Website and social media channels.
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thank you very much. I am pleased to hear the recognition that the Code is not fully implemented in Ireland. However, this was adopted by the World Health Assembly in 1981 and many years later, over 40 years later, we are currently seeing an attempt at the World Health Assembly to update it to include digital marketing.
I find it shocking that Ireland has not fully implemented this code since 1981. Is it any wonder that breastfeeding rates in Ireland are so low? We have to move forward on this. I fully understand what the Minister is saying. I think it's good news that Ireland is considering co-sponsorship. But once it's adopted, we need to actually implement it instead of leaving it on the shelf. This is what seems to have happened in relation to the 1981 original.
minister collins
Research on infant formula shows that breastfeeding gives children the best start in life, and that increasing breastfeeding rates can contribute to improved child and maternal health and reduce childhood obesity and chronic disease. I am.
Your question certainly highlighted the need for a regulatory framework for the restricted sale of breast milk substitutes. This work will be carried out in consultation with CnaM and in the development of new online safety regulations. The HSE Breastfeeding Implementation Plan runs until 2025 and the Department of Health will continue to work with his HSE National Coordinator to implement his five-point action plan. The vision of a Healthy Ireland is for everyone to enjoy maximum physical and mental health and wellbeing, and the Government continues to work towards increasing breastfeeding rates and normalizing breastfeeding within communities. To go. Promoting breastfeeding as part of a healthy lifestyle choice will continue to be a priority for new policy developments in the coming years.
