The theme chosen for this year’s National Breastfeeding Week’s initiative is: ‘Il-Halib tal-Omm: Dak li taghti lit-tarbija llum jirrifletti ghada.’ Minister for Health, the Elderly and Community Care, Joe Cassar said that the aim of this year’s campaign is to further promote and support breastfeeding in Malta. Breastfeeding offers various benefits for both the baby and the mother including: adequate nutrients in breast milk catering for the changing needs of the growing child; protection against infections whilst stimulating the child’s development of a healthy immunity system against diseases; risk reduction against breast cancer in mothers before menopause and aids in weight reduction post-pregnancy.

Minister Cassar said that despite sustained efforts over several years to promote a breast feeding culture, the latest statistics show a drop in the breastfeeding rate i.e. from 70.8 percent in 2009 to 68 percent in 2010 (NOIS, 2010). This indicated that another major hurdle to breastfeeding still needed to be addressed; mainly the issue of the increasing problem of advertising in favour of breast milk substitutes and related aggressive marketing schemes that often interfere and may possibly mislead mothers to opt instead for breast milk substitutes.

In view of this, the Superintendence of Public Health has prepared a Legal Notice in conformity with the International Code of the Marketing of Breast milk Substitutes; for which a Public Consultation has entered into force today. The urgent call for this legal notice is to restrain increasingly aggressive forms of marketing in favour of breast milk substitutes, which has thus far inhibited in reaching nationally set goals for breastfeeding in Malta as set out by the Malta Breastfeeding Policy (2000).

Nevertheless, this year’s campaign is a result of the ongoing collaboration between the Health Promotion and Disease Prevention Directorate and the Maternity Management Services at Mater Dei Hospital, it includes the following initiatives:

i. The availability of various publications with information during pregnancy, breastfeeding and about healthy eating among infants and young children

ii. The promotion of breastfeeding on the media

iii. Guidelines for setting up a Breastfeeding Room, both for public places and places of work. These guidelines are available for download here. An adequate Breastfeeding Room at Mater Dei Hospital has been set up for use by staff and visitors.

Other initiatives as part of this year’s National Breastfeeding Week include:

i. The Annual Breastfeeding Seminar to the general public was held on Saturday 19th November.

ii. A school visit by the Parent craft Services (MDH), where information was directed at school children on breast feeding of infants and young children

iii. Lectures on breast feeding of infants and young children for grandparents within the Parent craft classes.

For further information kindly contact the Health Promotion and Disease Prevention Directorate on 23266000.

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