Infant formula and advertising

The World Health Organisation’s (WHO) has a policy on protecting and promoting breastfeeding to women as the preferred and premium choice for babies for at least the first 6 months of life.

Part of the WHO Code states companies can not advertise or market infant formula to consumers or customers.

Australia’s response to this Code is the development of a voluntary self-regulatory agreement between infant formula manufacturers and importers.

This agreement is known as The Marketing in Australia of Infant Formulas (MAIF) Agreement. There are currently 16 companies that are signatories to the MAIF Agreement.  A list can be found on the Department of Health website- https://www1.health.gov.au/internet/main/publishing.nsf/Content/health-pubhlth-strateg-foodpolicy-apmaif.htm

The Agreement has been operating in Australia since 1992.

So basically this means that those infant formula manufacturers and importers who are signatories to the Agreement have agreed to not advertise infant formula.

However, the MAIF Agreement is solely in connection with the infant formula manufactures and importers. It is important to be clear about the distinction as some previous complaints have not been relevant to the signatory companies but rather in conjunction with the products. Take this broad example of a complaint- a large supermarket chain advertised infant formula. It was determined that it was outside the scope of the Agreement. So while direct infant formula advertising from infant formula companies who have signed the Agreement is forbidden it is possible that we may still see some form of infant formula advertisement at some point.

And be mindful that the Agreement only covers under 6 month old advertising.

Advertisements for older babies and toddlers is permitted.

In 2019 there were 5 lodged complaints with the Department of Health. the determination of those complaints provided the outcome moving forward for the companies that had the objection against them.

Whilst the Agreement guarantees the manufacturers and importers comply with the WHO Code in terms of advertising conditions, the primary focus is also in relation to supporting and promoting breastfeeding as the primary source of nutrition recommended worldwide for the first 6 months of a baby’s life.

The Agreement is actually overseen by the Department of Health.

Any complaints regarding non compliance are to be directed to the Department of Health, this is as a result as of a review conducted in 2017. (Prior to this review there was a slightly different procedure for complaints).