Driving demand for baby milk - the Australian Competition and Consumers Commission's gift to industry marketing?

Whether its not eating enough or eating the wrong sorts of foods, every parent can relate to feeling anxious about their childrens nutritional status at some stage of their lives, particularly during the early childhood years. This anxiety can be exploited in the promotional material from companies which produce baby formula and toddler milks which often implies that their products provide a nutritional advantage over natural foods. It looks like this advertising has been successful as sales of toddler milks are soaring. This is despite the fact that health experts continually promote a clear message that breastfeeding, with the addition of normal family foods as appropriate, is the best diet for babies and toddlers, and a warning from the World Health Organisation that toddler formulas can be harmful and risk over-nutrition.