Charity wants prominent breastmilk label

A leading child health charity wants infant formula sold in Australia to be slapped with labels warning mothers that breastfeeding is better for their baby.

Save the Children is pushing for "bigger and more prominent labelling" that would cover about one-third of the packaging on breastmilk substitute products and state clearly that formula is inferior to breastmilk.

Australian Medical Association WA president Richard Choong said there was no argument that mother's milk was "the healthiest for babies" but some women, for a range of reasons, were unable to supply breastmilk to their children.

The Save the Children recommendation came out of a report that found although formula manufacturers were required to include health warnings and details of the benefits of breastfeeding, they were small and unobtrusive.