Holly Cairns (Cork South West, Social Democrats)
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521. To ask the Minister for Health if his attention has been drawn to a campaign by a company (details supplied) targeting Irish mothers with email marketing weeks after they give birth; and if he will make a statement on the matter. [29769/21]

Frank Feighan (Sligo-Leitrim, Fine Gael)
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Breastfeeding is important for the health of both mother and infant, and national health policy, including the Healthy Ireland Framework, the National Maternity Strategy 2016-2026, the National Obesity Policy and Action Plan 2016-2025 and the National Cancer Strategy 2017-2026, emphasise the importance of supporting mothers who breastfeed, as well as taking action to increase breastfeeding rates in Ireland.

Encouraging mothers to breastfeed is a priority for the Department of Health. To deliver on this priority, the HSE is working to achieve the aims and objectives of “Breastfeeding in a Healthy Ireland – HSE Action Plan 2016-2021”. Due to the impact of the COVID-19 pandemic on the delivery of some actions, the HSE will extend the implementation of the Breastfeeding Action Plan into 2022 and continue to work on priority outstanding actions.

In May of this year I announced significant investment towards implementing the HSE Breastfeeding Action Plan, with €1.58 million of funding to provide an additional 23.5 lactation consultants across hospital and community settings.

Implementation of Breastfeeding in a Healthy Ireland – HSE Action Plan includes initiatives in the following areas:

- Improved governance and health service structures

- Breastfeeding training and skills development

- Health service policies and practices

- Support at all stages of the breastfeeding continuum through social marketing, support and advocacy.

The Maternity Strategy states that "in addition to practical supports which can be provided to mothers, such as support to continue breastfeeding on return to the workplace, a broader societal change is required in order to promote a more positive culture around breastfeeding. This should support women to feel confident about their choice to breastfeed". In essence, this means that all mothers should be supported to breastfeed at anytime and anywhere.

The HSE is partnering with key stakeholders to develop the supports that mothers require at all stages of the breastfeeding continuum through social marketing, support and advocacy. The www.mychild.ie website provides pregnant and new mothers and families with a range of information and supports about infant feeding. An Ask Our Expert (AOE) on-line service, provided by International Board-Certified Lactation Consultants, is available to answer mothers’ questions and link them to supports in their local area. The webchat facility and HSE breastfeeding Facebook page is also available. These services provide supportive and practical expert information in a friendly, supportive and non-judgemental manner.

A new Code of Marketing of Breast Milk Substitutes in public health services is in final draft and is due for implementation across all health services in 2021.

The HSE’s National Women and Infants Health Programme, in collaboration with health promotion and improvement and public health services in the HSE, supports the implementation of the WHO/UNICEF 10 Steps to Successful Breastfeeding using a model suitable for the promotion and support of breastfeeding in Ireland.

The Healthy Ireland “We're Breastfeeding Friendly” programme aims to support business, community and public service settings to welcome breastfeeding mothers and families.

Breastfeeding will continue to be a priority for the Department of Health, and the Department and HSE will continue working to achieve the aims and objectives of the HSE Breastfeeding Action Plan.