Breastfeeding is the normal, natural way to feed babies

The New Zealand Ministry of Health is using World Breastfeeding Week to remind Kiwi's that breastfeeding is the normal, natural way to feed their babies. Breastfeeding is part of laying the foundations for a healthy life from infancy and childhood and a really important tool to improve the health outcomes for New Zealanders.

Dr Debbie Ryan, Chief Advisor of Pacific Health says the Ministry of Health has plenty of strategies, programmes and initiatives underway to support breastfeeding, including implementing the International Code of Marketing of Breast-milk Substitutes and is today releasing a new document about the International Code .

Dr Ryan says the publication Implementing and Monitoring the International Code of Marketing of Breast-milk Substitutes in New Zealand: The Code in New Zealand that includes the Code of Practice for Health Workers and the New Zealand Infant Formula Marketers' Association Code of Practice for the Marketing of Infant Formula and is now a single, standard reference document.

"The Code in New Zealand ensures health workers protect, promote and support breastfeeding, giving clear, consistent and accurate information about the importance of breastfeeding and create a breastfeeding friendly environment in their organisation. It also means that infant formula shouldn't be marketed in New Zealand, and follow on formula shouldn't be marketed in a way that undermines breastfeeding."

She says, "The Health Workers Code, included in this publication, also requires health workers to meet their obligation to give detailed information and advice to parents, caregivers and families of breastfed and formula-fed infants on infant feeding. We know that there are some instances where mothers do not breastfeed and The Code in New Zealand ensures that mums have access to adequate information about breast milk substitutes e.g. infant formula, to make decisions for their baby, based on impartial information and free of commercial influences."

The revision of The Code in New Zealand is the latest in a range of initiatives by the Ministry of Health to promote, protect and support breastfeeding. Later this year a national breastfeeding promotion campaign will get underway to increase the number of New Zealand babies who are breastfed and increase the length of time they're breastfed for, says Debbie Ryan.

"Although New Zealand has breastfeeding rates at birth that are consistent with other OECD countries, rates are lower at six weeks, especially among Maori and Pacific woman. The national breastfeeding promotion campaign is an important opportunity to contribute to efforts to improve the long-term health of the population and reduce health inequalities between population groups."

Dr Debbie Ryan says today's release of the revised Code in New Zealand is a significant milestone and is timely given that World Breastfeeding Week is underway.

"I know there are many breastfeeding advocates and supporters in New Zealand and want to recognise and value their dedication and hard work, especially during this week of honouring breastfeeding, and congratulate all the mums and families who breastfeed. "

A large number of those Kiwi mums will be gearing up for the Big World Wide Latch On on Wednesday 8 August. Beginning at 10am in New Zealand, breastfeeding mums around the world will attempt to break a world record for the most number of women and babies breastfeeding simultaneously over a 24-hour period.