Marketing in Australia of Infant Formulas (MAIF) Complaints Committee

The MAIF Complaints Committee responds to complaints made against manufacturers or importers of infant formulas who have signed the MAIF Agreement. Anyone can make a complaint if they believe a member organisation has breached the agreement.

Role 

The MAIF Complaints Committee assesses complaints made against organisations who have signed the MAIF Agreement. The agreement is a voluntary code of conduct for manufacturers and importers of infant formula in Australia. Signatories must not promote infant formula.  

The committee has developed guidance documents and provides advice to the Australian Government on interpreting and applying the agreement. 

Read the committee’s terms of reference. 

Members

Member 

Background and experience 

Declarations of interest 

Debra Thoms – Independent representative (Chair) 

Former Chief Nursing and Midwifery Officer for the Australian Government 

Accepted invitation from Food Standards Australian New Zealand to chair an Independent Expert Panel on the possible addition of 2′-O-fucosyllactose (2′-FL) alone or in combination with Lacto-N-neotetraose (LNnT), produced by microbial fermentation, in infant formula products and formulated supplementary foods for young children. 

Declared May 2020 

Jane Scott – Public health representative 

Former Deputy Head of the School of Public Health at Curtin University. 

Recipient of an Australian Government Department of Health, Child and Youth health grant to trial ‘Milk Man’, a breastfeeding app for fathers from rural and remote Western Australia. 

Co-investigator on a National Health and Medical Research Council (NHMRC) Project Grant led by the University of Queensland. 

Chair of the recently formed Australian Breastfeeding Association WHO Code Taskforce. 

Declared October 2021 

Meetings 

The committee meets as required, based on complaint submissions. 

Making a complaint 

If you believe a company has breached the MAIF Agreement contact the company in the first instance, as they might work on a solution.  

If you are not satisfied with the company’s response: 

See our guidance documents for help understanding the MAIF Agreement.  

Assessment process 

The secretariat registers all complaints received and sends them to the committee.  

The committee: 

  • reviews the complaint to determine whether it is in scope 

  • advises companies of complaints received  

  • invites the company to give a formal response within 4 weeks 

  • assesses the response 

  • advises both the company and complainant of the final decision 

  • publishes a high-level summary of the outcome. 

See a flowchart of the complaints handling process.  

If the outcome is out of scope, the committee advises the complainant of the finding and takes no further action. 

Complaint outcomes 

The MAIF Complaints Committee publishes all outcomes: 

ComplaintOutcome

2223-01

Received on 11 July 2022 and alleged a breach of clause 5(a) with a newspaper advertisement for toddler milk.

The committee considered this complaint and determined that it was out of scope as toddler milk is not covered by the MAIF Agreement and the company is not a signatory. The company has been invited to sign the MAIF Agreement.

2223-02

Received on 18 August 2022 and alleged a breach of clauses 3(e), 3(g) and 5(a) with an advertisement in a newspaper promoting a product.

The committee considered this complaint in November 2022 and determined it to be not in breach as the advertisement was placed be a third party.

2223-03 Sprout Organic

Received on 9 September 2022 and alleged a breach of clause 5(a) with an image on a social media advertisement showing young children holding an infant formula tin.

The committee considered this complaint in November 2022 and determined it a breach of clause 5(a) of the MAIF Agreement as the tin colour is identifiable as infant formula.

2223-04 Sprout Organic

Received on 10 September 2022 and alleged a breach of clause 5(a) with an image showing storewide discount and showing approved by dietitians and paediatricians.

The committee considered this complaint in November 2022 and determined it a breach of clause 5(a) of the MAIF Agreement as discounts to infant formula are prohibited under the MAIF Agreement.

2223-05

Received on 11 September 2022 and alleged a breach of clause 5(a) with a video on a social media post with a customer testimonial of their personal experience with formula feeding.

The committee considered this complaint in November 2022 and determined it was not a breach, as the video does not promote infant formula.

2223-06 Sprout Organic

Received on 11 September 2022 and alleged a breach of clause 5(a) with an image on a social media post showing a tin of infant formula stating products are back in stock and announcing an award.

The committee considered this complaint in November 2022 and determined it a breach of clause 5(a) of the MAIF Agreement as the inclusion of an image of a tin of infant formula is a means of advertising.

2223-07 Sprout Organic

Received on 11 September 2022 and alleged a breach of clause 5(a) with an image on a social media post showing a tin of infant formula stating products are back in stock.

The committee considered this complaint in November 2022 and determined it a breach of clause 5(a) of the MAIF Agreement as the inclusion of an image of a tin of infant formula is a means of advertising.

2223-08 Sprout Organic

Received on 11 September 2022 and alleged a breach of clause 5(a) with an image on a social media post showing a tin of infant formula stating products are back in stock.

The committee considered this complaint in November 2022 and determined it a breach of clause 5(a) of the MAIF Agreement as the inclusion of an image of a tin of infant formula is a means of advertising.

2223-09 Sprout Organic

Received on 14 September 2022 and alleged a breach of clause 5(a) with a description on a social media post announcing infant formula as a finalist for an award.

The committee considered this complaint in November 2022 and determined it a breach of clause 5(a) of the MAIF Agreement as the text promotes infant formula.

2223-10

Received on 14 September 2022 and alleged a breach of clause 5(a) with a video on a social media post with a testimonial of a personal experience with infant feeding without mention of products.

The committee considered this complaint in November 2022 and determined it out of scope as the video does not include mention of infant formula, products or the company brand.

2223-11 Sprout Organic

Received on 14 September 2022 and alleged a breach of clause 5(a) with an image on a social media story showing a retail shelf displaying a range of products, including infant formula tins.

The committee considered this complaint in November 2022 and determined it a breach of clause 5(a) of the MAIF Agreement as a tin of infant formula is clearly visible in the posted image.

2223-12 Sprout Organic

Received on 15 September 2022 and alleged a breach of clause 5(a) with an image on a social media post showing a tin of infant formula stating products are back in stock.

The committee considered this complaint in November 2022 and determined it a breach of clause 5(a) of the MAIF Agreement as the inclusion of an image of a tin of infant formula is a means of advertising.

2223-13

Received on 17 September 2022 and alleged a breach of clause 5(a) with an image on a social media post which contains a selection of products. Some products do not depict what is available to Australian customers.

The committee considered this complaint in November 2022 and determined it not a breach, as the image did not contain the words ‘infant formula’ and as products sold overseas and not available for an Australian market are not covered under the MAIF Agreement.

2223-14 The LittleOak Company

Received on 25 September 2022 and alleged a breach of clause 5(a) with an image on a social media sponsored advertisement showing girls holding hands, with a description including the words ‘baby formula’.

The committee considered this complaint in November 2022 and determined it a breach of clause 5(a) of the MAIF Agreement due to the words ‘baby formula’ used in the description. The committee did note that the children in the image were older than 12 months of age and the product in the image was for older children, which does adhere to the MAIF Agreement.

2223-15 Sprout Organic

Received on 26 September 2022 and alleged a breach of clause 5(a) with a company’s re-post of another company’s social media story showing a photo of a company’s product line, including infant formula.

The committee considered this complaint in November 2022 and determined it a breach of clause 5(a) of the MAIF Agreement.

2223-16

Received on 26 September 2022 and alleged a breach of clause 5(a) with a video on a social media post with a customer testimonial of their personal experience with infant feeding including weaning to formula.

The committee considered this complaint in November 2022 and determined it not a breach, as the post does not make promotional mention of infant formula.

2223-17

Received on 26 September 2022 and alleged a breach of clause 5(a) with an image on a social media story displaying a hamper of selected products, including the lid of a tin assumed to be infant formula.

The committee considered this complaint in November 2022 and determined it not a breach, as the age and words ‘infant formula’ are not visible.

2223-18

 

Received on 25 October 2022 and alleged a breach of clause 5(a) with an image of an infant formula tin and the wording ‘now available’ via a sponsored add on the company's social media page.

The Committee considered this complaint in November 2022 and April 2023 and determined it not a breach as the contextual guidance regarding what is permitted as a notification of ‘changes to infant formula and its availability’ requires clarification. The manufacturer had also taken measures to remove the advertising.

2223-19 Sprout Organic

 

Received on 30 October 2022 and alleged a breach of clauses 4(a), 4(b), 5(a), 5(d), 7(c) & 7(e) in relation to promotion of infant formula products on the company’s social media page, the use of health claims, health professional claims, conflict of interest, negated to disclose the superiority of breastfeeding and additional costs of choosing not to breastfeed.

The Committee considered the complaint in November 2022 and re-considered new information in April 2023 and determined it a breach of clause 4(a), 4(b), 5(a), 5(d), 7(c) & 7(e) of the MAIF Agreement.

 

2223-20 Bellamy’s Organic

 

Received on 31 October 2022 and alleged a breach of clauses 5(a) & 8 in relation to the promotion of infant formula through the company’s social media page.

The Committee considered the complaint in November 2022 and April 2023 and determined it a breach of clause 5(a) & 8 of the MAIF Agreement.

 

2223-21

 

Received on 31 October 2022 and alleged a breach of clauses 5(a) & 9(b) in relation to the company’s website and product labelling claims being a health claim and may cause confusion among consumers. 

The Committee considered this complaint in November 2022 and April 2023 and determined it was not a breach as the claims are not linked to functional claims.

 

2223-22

 

Received on 31 October 2022 and alleged a breach of clause 5(a) with an image of an infant formula tin and the wording ‘now available’ via a sponsored add on the company's social media page.

The Committee considered this complaint in November 2022 and April 2023 and determined it was not a breach as the contextual guidance regarding what is permitted as a notification of ‘changes to infant formula and its availability’ requires clarification. The manufacturer had also taken measures to remove the advertising.

2223-23

Received on 16 November 2022 and alleged a breach of clauses 3 and 5(a) claiming promotion of infant food through an online retailer.

The committee considered this complaint and determined that it was out of scope as retailer activity is not in scope of the MAIF Agreement and infant foods are not covered by the MAIF Agreement.

2223-24

Received on 16 November 2022 and alleged a breach of clauses 5(a), 5(d) and 10(a).

The committee considered this complaint and determined that it was out of scope as government funding is not in scope of the MAIF Agreement.

2223-25

Received on 16 November 2022 and alleged a breach of clauses 3(c) and 5(a).

The committee considered this complaint and determined that it was out of scope as government funding is not in scope of the MAIF Agreement.

2223-26

Received on 16 November 2022 and alleged a breach of clauses 3(c) and 5(a).

The committee considered this complaint and determined that it was out of scope as government funding is not in scope of the MAIF Agreement.

2223-27

Received on 16 November 2022 and alleged a breach of clauses 3 and 5(a) claiming promotion of infant foods

The committee considered this complaint and determined that it was out of scope as infant foods are not covered by the MAIF Agreement.

2223-28 Sprout Organic

 

Received on 16 November 2022 and alleged breach of clauses 5(a), 5(c) & 10(a) in relation to offering discounts and gifts to promote infant formula products on the company’s social media page.

The Committee considered the complaint on the 19 April 2023 and determined that it a breach of clauses 5(a), 5(c) & 10(a) of the MAIF Agreement.

2223-29

 

Received on the 17 November 2022 and alleged breach of clauses 5(a) & 10(a) relating to direct advertising through online retailer and health-centre. 

The Committee considered this complaint in April 2023 and determined that it was out of scope as retailer activity is not in scope of the MAIF Agreement. 

2223-30

Received on 17 November 2022 and alleged a breach of clauses 3(d), 3(e), 3(g), 3(h), 5(a), 5(c), 5(d), 6(a), 6(c), 7(c) and 8(b) with a health care professional having infant formula for sale on their website.

The committee considered this complaint and determined that it was out of scope as health care professional activity is not in scope of the MAIF Agreement.

2223-31

Received on 17 November 2022 and alleged a breach of clauses 3(a), 3(e) and 5(a) relating to the promotion of a supplement making claims linking it to breastmilk.

The committee considered this complaint and determined that it was out of scope as supplements are not in scope of the MAIF Agreement.

2223-32

Received on 18 November 2022 and alleged a breach of clauses 3, 3(e), 3(h) and 5(a) with an image of an infant formula tin and associated text on a social media post from an online retailer.

The committee considered this complaint and determined that it was out of scope as retailer activity is not in scope of the MAIF Agreement.

2223-33 Sprout Organic 

 

Received on the 18 November 2022 and alleges breach of clauses 3(a), 3(e), 3(g), 5(a), 10(a), 10(b) in relation to a post by online retailer (the nutrition corner) that advertises infant formula.

The Committee considered the complaint in April 2023 and determined it in breach of clauses 3(a), 3(e), 3(g), 5(a), 10(a) & 10(b) of the MAIF Agreement.

2223-34

Received on 18 November 2022 and alleged a breach of clause 5(a) with an image of infant formula for sale on through an online store website.

The committee considered this complaint and determined that it was out of scope as retailer activity is not in scope of the MAIF Agreement.

2223-36

Received on 19 November 2022 and alleged a breach of clauses 1, 4(a)(iii), 4(a)(iv), 3(g), 5(a), 5(c) and 7(a) with complaints relating to bottles and teats.

The committee considered this complaint and determined that it was out of scope as the sale of articles or utensils associated with breastmilk substitutes or bottle-feeding is not in scope of the MAIF Agreement.

2223-37

Received on 20 November 2022 and alleged a breach of clause 5(a) with infant formula brand advertising being visible on a manufacturer’s website.

The committee considered this complaint and determined that it was out of scope as the MAIF Agreement allows for adequate information to be provided through appropriate marketing and distribution.

2223-38

Received on 21 November 2022 and alleged a breach of clause 3(c), 3(d), 3 (g), 4 (a)(v), 5(a) and 6(a) with a complaint relating to a footnote in national guidelines.

The committee considered this complaint and determined that it was out of scope as of the MAIF Agreement.

2223-39

Received on 27 November 2022 and alleged a breach of clause 5(a) with infant formula brand advertising being visible on a manufacturer’s website.

The committee considered this complaint and determined that it was out of scope as the MAIF Agreement allows for adequate information to be provided through appropriate marketing and distribution.

2223-40 

 

Received on 13 December 2022 and alleged a breach of clause 5(a) with infant formula product being promoted to the public through billboard advertising.  

The Committee considered this complaint in April 2023 and determined it was not a breach noting the image used is not of an infant. 

2223-41 

 

Received on the 20 December 2022 and alleged breach of clause 5(c) relating to promotion of a free gift on the manufacturers website that may promote the use of breast milk substitute.  

The Committee considered this complaint in April 2023 and determined it was not a breach noting the free gift is not associated with infant formula and the label on the gift includes the word ‘toddler’.  

2223-42 Nuchev 

 

Received on the 16 January 2023 and alleged breach of clauses 5(a), 5(b) and 5(d) in relation to pop-up advertisements through a third-party retailers Instagram page.  

The Committee considered the complaint in April 2023 and determined it a breach of clauses 5(a), 5(b) & 5(d) as the activity is promotional.  

2223-43 

 

Received on 17 February 2023 and alleged a breach of clauses 5(a), 10(a) & 10(b) in relation to promotion of plant-based infant formula products on the company’s social media page.

The Committee considered the complaint in April 2023 and determined it was not a breach of the MAIF Agreement as it is a duplicate of 2223-19 and it is inappropriate to breach a company for a duplicative complaint. 

 

2223-44 

 

Received on the 17 February 2023 and alleged breach of clause 5(c) in relation to a social media post made by the manufacturer promoting a donation for every purchase made to bottle feeding packs for those in need.  

The Committee considered this complaint in April 2023 and determined it was not a breach as the ‘bottle feeding packs’ were going to those in need and the bottles are not directly linked to infant formula. A recommendation was provided to the manufacturer to refine the wording for future initiatives.   

2223-45 

 

Received on the 22 February 2023 and alleged breach of clauses 5(a), 10(a) and 10(b) in relation to the manufacturer sharing a third-party social media post on their social media story of a newborn with the manufacturers logo.  

The Committee considered this complaint in April 2023 and determined it was not a breach as there was no reference to infant formula in the post.   

2223-46 Sprout Organic 

 

Received on the 22 February 2023 and alleged breach of clauses 5(a) and 5(c) in relation to the promotion of toddler milk and bottles and the mention of specific wording around formula.  

The Committee considered the complaint in April 2023 and determined it in breach of clauses 5(a) & 5(c)of the MAIF Agreement as the activity is promotional. 

2223-47 The LittleOak Company 

 

Received on the 7 March 2023 and alleged breach of clause 5(a) in relation to promotion of infant formula products through the company’s social media page.  

The Committee considered the complaint in April 2023 and determined it in breach of clause 5(a) of the MAIF Agreement as the activity is promotional 

2223-48 Sprout Organic 

 

Received on the 5 March 2023 and alleged breach of clause 4 and 5(a) in relation to detailed tips for formula bottle feeding without including breastfeeding information on the manufacturers social media.  

The Committee considered the complaint in April 2023 and determined it in breach of clauses 4 & 5(a) of the MAIF Agreement as the activity is promotional.

2223-49 Sprout Organic 

 

Received on the 5 March 2023and alleged breach of clauses 4 and 5(a) in relation to an endorsement of the company’s infant formula products by a midwife on the manufacturers social media page.  

The Committee considered the complaint in April 2023 and determined it in breach of clause 5(a) of the MAIF Agreement as the activity is promotional.

2223-50  

 

Received on the 5 March 2023 and alleged breach of clause 5(a) relating to a post on the manufacturers social media page direct to the public promoting their toddler milk drink with imagery of a child less than 12 months old sitting next to the tin.  

The Committee considered this complaint in April 2023 and determined it was not a breach as the age of the child in the image could be considered over 12 months.   

2223-51 

 

Received on the 6 March 2023 and alleged breach of clauses 4(a), 4(b) and 5(a) in relation to a mother’s testimonial about infant formula products on the manufacturers social media page. 

The Committee considered the complaint in April 2023 and determined it in breach of clauses 4(a), 4(b) & 5(a) of the MAIF Agreement as the activity is promotional.   

2223-53 

 

Received on the 6 March 2023 and alleged breach of clause 5(a) relating to the promotion of infant formula ‘now available’ through a sponsored add on the manufacturers social media page. 

The Committee considered this complaint in November 2022 and April 2023 and determined it was not a breachas the contextual guidance regarding what is permitted as a notification of ‘changes to infant formula and its availability’ requires clarification. The manufacturer had also taken measures to remove the advertising.   

2223-56 Sprout Organic 

 

Received on the 15 March 2023 and alleged breach of clause 5(a) in relation to the promotion of infant formula on the manufacturers social media page of a mother talking about parenthood, breastfeeding and formula feeding with manufacturer.  

The Committee considered the complaint in April 2023 and determined it in breach of clauses 5(a) of the MAIF Agreement as the activity is promotional.  

2223-58 Sprout Organic  

 

Received on the 17 March 2023 and alleged breach of clauses 5(a) and 5(c) in relation to promotion of infant formula with tips on formula feeding on the company’s social media page.  

The Committee considered the complaint in April 2023 and determined it in breach of clauses 5(a) & 5(c) of the MAIF Agreement as the activity is promotional.  

2223-59  

 

Received on the 17 March 2023 and alleged breach of clause 5(c) in relation to a social media post on toddler milk. 

The Committee considered this complaint in April 2023 and determined that it was out of scope, as toddler milk is not in scope of the MAIF Agreement.  

2223-60 

 

Received on the 17 March 2023 and alleged breach of clause 5(a) in relation to a Google advertisement of infant formula. 

The Committee considered this complaint in April 2023 and determined that it was out of scope, as retailer activity is not in scope of the MAIF Agreement.  

2223-61 Sprout Organic 

 

Received on the 20 March 2023 and alleged breach of clauses 5(a) and 5(c) in relation to promotion of infant formula through the company’s social media page.  

The Committee considered the complaint in April 2023 and determined it in breach of clauses 5(a) & 5(c) of the MAIF Agreement as the activity is promotional.  

2223-62 

 

Received on the 20 March 2023 and alleged breach of clauses 5(a) and 5(c) relating to a social media post promoting World Vegan Day which show infant formula cans in the video. 

The Committee considered this complaint in April 2023 and determined that it was out of scope of the MAIF Agreement as the footage showed restricted views and captions were not of concern.  

2223-63 

 

Received on the 20 March 2023 and alleged breach of clause 5(c) relating to a social media post promoting toddler milks and bottles.  

The Committee considered this complaint in April 2023 and determined that it was out of scope, as toddler milk and bottles are not included in the scope of the MAIF Agreement.  

2223-64 

 

Received on the 20 March 2023 and alleged breach of clause 5 relating to promotion of infant formula products through a manufacturer’s social media. 

The Committee considered this complaint and determined that it was out of scope as the company is not a signatory to the MAIF Agreement.  

2223-66 

 

Received on the 21 March 2023 and alleged breach of clause 5(a) relating to the promotion of infant formula ‘now available’ through a sponsored add on the manufacturers social media page.  

The Committee considered this complaint in November 2022 and April 2023 and determined it was not a breach as the contextual guidance regarding what is permitted as a notification of ‘changes to infant formula and its availability’ requires clarification. The manufacturer had also taken measures to remove the advertising.   

2223-67 

 

Received on the 21 March 2023 and alleged breach of clause 5(a) relating to the promotion of infant formula products through a company’s Instagram page. 

The Committee considered this complaint and determined that it was out of scope as the company is not a signatory to the MAIF Agreement.  

2223-68 

 

Received on the 21 March 2023 and alleged breach of clause 5(a) relating to wording and pictorials on a company’s Instagram page. 

The Committee considered this complaint and determined that it was out of scopeas the company is not a signatory to the MAIF Agreement.  

2223-69 

 

Received on the 21 March 2023 and alleged breach of clause 5(a) relating to the promotion of infant formula ‘now available’ through a sponsored add on the manufacturers social media page. 

The Committee considered this complaint in November 2022 and April 2023 and determined it was not a breach as the contextual guidance regarding what is permitted as a notification of ‘changes to infant formula and its availability’ requires clarification. The manufacturer had also taken measures to remove the advertising.   

2223-70 The LittleOak Company 

 

Received on the 21 March 2023 and alleged breach of clauses 5(a) and 5(d) relating to promotion of infant formula through third part social media page, followed by manufacturer sharing on own social media page.  

The Committee considered the complaint in April 2023 and determined that it in breach of clauses 5(a) & 5(d) of the MAIF Agreement as resharing a third-party advertisement is promotional.  

2223-71 

 

Received on the 21 March 2023 and alleged breach of clause 5(c) relating to a social media post with an image of a tin of toddler formula and a bottle next to it. 

The Committee considered this complaint in April 2023 and determined that it was out of scope, as toddler milk and bottles are not included in the scope of the MAIF Agreement.  

2223-72 

 

Received on the 22 March 2023 and alleged breach of clause 5 relating to the promotion of a discount when purchasing infant formula from a manufacturer’s website.  

The Committee considered this complaint and determined that it was out of scope as the company is not a signatory to the MAIF Agreement.  

2223-73 

 

Received on 22 March 2023 and alleged breach of clause 5 relating to a social media post with an image of a tin of toddler formula and a bottle next to it and another image of a father and son. 

 The Committee considered this complaint in April 2023 and determined that it was out of scope, as toddler milk and bottles are not included in the scope of the MAIF Agreement.

2223-74

 

Received on 22 March 2023 and alleged breach of clause 5(a) relating to a social media post promoting the sale of toddler milk and infant foods.

The Committee considered this complaint in April 2023 and determined that it was out of scope, as toddler milk and infant foods are not included in the scope of the MAIF Agreement.

2223-75 Sprout Organic

 

Received on 22 March 2023 and alleged breach of clauses 5(a) and 5(d) in relation to promotion of infant formula through third party Instagram post, followed by sharing of the post on manufacturers Instagram.

The Committee considered the complaint in April 2023 and determined it in breach of clauses 5(a) and 5(d) of the MAIF Agreement as resharing a third-party advertisement is a promotional activity. 

2223-76

 

Received on 24 March 2023 and alleged breach of clause 5 relating to the promotion of infant bottle feeding on a company’s Facebook page.

The Committee considered this complaint and determined that it was out of scope as the company is not a signatory to the MAIF Agreement.

2223-77

 

Received on 24 March 2023 and alleged breach of clause 5 relating to the promotion of a discount when purchasing infant formula from a manufacturer’s website.

The Committee considered this complaint and determined that it was out of scope as the company is not a signatory to the MAIF Agreement.

2223-80

 

Received on 26 March 2023 and alleged breach of clause 5(a) relating to the promotion of infant formula through a manufacturers Instagram page

The Committee considered this complaint and determined that it was out of scope as the company is not a signatory to the MAIF Agreement.

2223-81

 

Received on 26 March 2023 and alleged breach of clause 5(a) relating to broad advertising of infant formula through a manufacturers Instagram page.

The Committee considered this complaint and determined that it was out of scope as the company is not a signatory to the MAIF Agreement.

2223-82

 

Received on 26 March 2023 and alleged breach of clause 5(a) relating to the promotion of toddler milk through a manufacturers Instagram page.

The Committee considered this complaint and determined that it was out of scope as the company is not a signatory to the MAIF Agreement.

2223-85 

 

Received on 26 March 2024 and alleged breach of clause 5(a) in relation to the promotion of infant formula ‘now available’, directly to the public, through a sponsored add on the manufacturers Facebook page.

The Committee considered this complaint in November 2022 and April 2023 and determined it was not a breach as the contextual guidance regarding what is permitted as a notification of ‘changes to infant formula and its availability’ requires clarification. The manufacturer had also taken measures to remove the advertising.

2223-86

 

Received on26 March 2023 and alleged breach of clause 5(a) relating to the promotion of infant formula through product reviews on the manufacturers Facebook page.

The Committee considered this complaint and determined that it was out of scope as the company is not a signatory to the MAIF Agreement.

2223-88

 

Received on 27 March 2023 and alleged breach of clause 5(a) in relation to the promotion of infant formula ‘now available’, directly to the public, through a sponsored add on the manufacturers Facebook page.

The Committee considered this complaint in November 2022 and April 2023 and determined it was not a breach as the contextual guidance regarding what is permitted as a notification of ‘changes to infant formula and its availability’ requires clarification. The manufacturer had also taken measures to remove the advertising.

 

Contact

Marketing in Australia of Infant Formulas (MAIF) Complaints Committee secretariat

Contact us for information about the MAIF Complaints Committee or to lodge a complaint about a participant in the Marketing in Australia of Infant Formulas: Manufacturers and Importers Agreement.
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