On 6 February 2025, the Australian Competition and Consumer Commission (ACCC) announced its final decision to not reauthorise the MAIF Agreement on their Public Register. As of 28 February 2025 the MAIF Agreement expired.
Following the ACCC’s decision, the final meeting for the MAIF Complaints Committee was held on 27 February 2025 and the Committee has now ceased.
Role
The role of the MAIF Complaints Committee was to:
- assesses complaints made against organisations who were signatories to the MAIF Agreement.
- develop guidance documents for interpreting and applying the MAIF agreement.
Members
- Kellie Wilton – Independent representative (Chair)
- Jane Scott – Public health representative
- Jonathan Chew – Industry representative
- Jacky Mandelbaum - Independent representative
Complaint outcomes
The committee publishes all outcomes:
- on this page for the current financial year
- complaint outcomes list for previous financial years
- in annual reports for previous financial years.
This table displays complaints considered in the current financial year 2024–25:
| Complaint | Outcome |
2324-01 Received on 21 September 2023, alleging a breach of clause 5 relating to promotion of a toddler milk product. | The committee considered this complaint on 13 November 2024 and determined that it was out of scope. Toddler milk products are not in scope of the MAIF Agreement. |
2324-02 Bellamy’s Organic Received on 23 September 2023 regarding a breach of clause 5(a) relating to a promotional banner at the FIFA World Cup, which was displayed in Chinese characters and translated in English to a promotion of infant formula. | The committee considered this complaint on 13 November 2024 and determined it in breach of clause 5(a) of the MAIF Agreement due to the promotion of infant formula products to the public. |
2324-03 Sprout Organic Received on 23 September 2023, regarding a breach of clause 5(a) relating to a Sprout Organic social media post promoting their crowdfunding campaign. | The committee considered this complaint on 13 November 2024 and determined it in breach of clause 5(a) of the MAIF Agreement due to the promotion of infant formula products to the public through images of infant formula tins used in the campaign post. |
2324-04 Sprout Organic Received on 12 October 2023 regarding a breach of clause 5(a) and 5(d) in relation to an email from Sprout Organic to their mailing list promoting their crowdfunding campaign which included images and linked an interview and an article. | The committee considered this complaint on 13 November 2024 and determined it in breach of clause 5(a) of the MAIF Agreement due to the promotion of infant formula products to the public through images used in the campaign email. The committee determined no breach in relation to clause 5(d). |
2324-05 The LittleOak Company Received on 12 October 2023 regarding the breach of clause 5(a) and alleged breach of 5(c), 5(d) in relation to a free event run by the The LittleOak Company for mothers with babies and young children. The event had a nutritionist speaker, ready to drink toddler milk and a ‘free goody bag for mum’. It also showcased the company’s full product range. | The committee considered this complaint on 13 November 2024 and determined it in breach of clause 5(a) of the MAIF Agreement due to the promotion of infant formula products at the event and via social media posts related to the event. The committee determined clause 5(c) relating to the ’goody bag’ and 5(d) relating to the attendance of marketing personnel at the event to be In-scope but undetermined due to insufficient information. |
2324-06 The LittleOak Company Received on 12 October 2023 regarding a breach of clause 5(a) in relation to an ABC Radio Interview with the company CEO discussing The LittleOak Company’s new ready to drink goat milk infant formula product, the interview also contained comparisons of infant formula products to breastmilk. | The committee considered this complaint on 13 November 2024 and determined it in breach of clause 5(a) of the MAIF Agreement due to the promotion of infant formula products to the public. |
2324-07 Bellamy’s Organic Received on 12 October 2023 regarding a breach of clause 5(a) in relation to three incidents that occurred at the FIFA World Cup; 1) the promotion of Bellamy’s Organic toddler milk product, 2) Bellamy’s Organic company signage displayed throughout the venue and 3) a promotional banner which was displayed in Chinese characters and translated in English to a promotion of infant formula. to a promotion of infant formula. | The committee considered this complaint on 13 November 2024 and determined it in breach of clause 5(a) of the MAIF Agreement relating to incident three, due to the promotion of infant formula products to the public. The committee agreed incident one - toddler milk promotion and incident two - company signage was considered not a breach of the MAIF Agreement. |
2324-08 Received on 27 November 2023 and alleged breach of clause 5(a) in relation to Coles promoting an instore discount on an infant formula product. | The committee considered this complaint on 13 November 2024 and determined it out of scope. Retailer activity is not included in the scope of the MAIF Agreement. |
2324-09 Received on 27 November 2023 and alleged breach of clause 5(a) in relation to the company signage promoting the company’s toddler milk product at the FIFA World Cup. | The committee considered this complaint on 13 November 2024 and determined that it was out of scope. Toddler milk products are not in scope of the MAIF Agreement. |
2324-10 Received on 24 March 2024 and alleged breach of clause 5(a) in relation to the promotion of newborn formula and company branding at Perth Baby Expo. | The committee considered this complaint on 13 November 2024 and determined that it was out of scope as the company is not a signatory. |
2324-11 Received on 8 April 2024 and alleged breach of clause 4(a)(i-v), 5(a), 5(d), 8(b) in relation to promotion of company branding and a presentation promoting infant formula at the Sydney Baby Expo. | The committee considered this complaint on 13 November 2024 and determined that it was out of scope as the company is not a signatory. |
2324-12 Received on 8 April 2024 and alleged breach of clause 4(a)(i-v), 5(a), 5(d), 8(b) in relation to promotion of company branding and a presentation promoting infant formula at the Melbourne Baby Expo. | The committee considered this complaint on 13 November 2024 and determined that it was out of scope as the company is not a signatory. |
2425-01 Received on 1 July 2024 and alleged a breach of clause 4(a), 5(a) in relation the use of images of infants when advertising the company’s toddler milk and the use of the word ‘babies'. | The committee considered this complaint on 13 November 2024 and determined that it was out of scope as the company is not a signatory. |
2425-02 Sanulac Nutritionals Australia Received on 1 July 2024 regarding a breach of clause 5(a) in relation to a Coles sponsored advertisement on Facebook for the company’s toddler formula product promoting it as ‘food for happy, healthy babies’. The complaint contained four parts:
| The committee considered this complaint out of session in December 2024 and determined it in breach of clause 5(a) of the MAIF Agreement in relation to parts 1 & 2 due to the promotion of infant formula to the public through the use of the word ‘babies’. The committee agreed parts 3 & 4 are out of scope as toddler milk products are not in scope of the MAIF Agreement. |
2425-03 Received on 14 July 2024 and alleged a breach of clause 5(a) in relation to a discount on infant formula products on a third-party retailer website. | The committee considered this complaint on 13 November 2024 and determined it out of scope. Retailer activity is not included in the scope of the MAIF Agreement. |
2425-04 Received on 14 July 2024 and alleged a breach of clause 5(a) in relation to a discount on infant formula products on a third-party retailer website. | The committee considered this complaint on 13 November 2024 and determined it out of scope. Retailer activity is not included in the scope of the MAIF Agreement. |
2425-05 Received on 1 August 2024 and alleged a breach of clauses 5(a) in relation to a Woolworths in-store advertisement of a toddler milk product. | The committee considered this complaint on 13 November 2024 and determined that it was out of scope. Toddler milk products and retailer activity are not in scope of the MAIF Agreement. |
2425-06 Received on 1 August 2024 and alleged a breach of clause 5(a) in relation to social media post advertising the company product range using the wording ‘infant formula’. | The committee considered this complaint on 13 November 2024 and determined that it was out of scope as the company is not a signatory. |
2425-07 Received on 24 September 2024 and alleged a breach of clause 7(a) in relation to a company sales representative attending a maternity facility and contacting hospital staff via email. | The committee considered this complaint on 13 November 2024 and determined it not a breach of clause 7(a) of the MAIF Agreement. The committee found the contents of the email sent to hospital staff to be factual information that is permitted under clause 7(a). |
2425-08
Received on the 11 December 2024 alleging a breach of clause 5(a) relating to the promotion of the company’s toddler milk product on a third-party website, using the wording in the caption “is available in three stages suitable from newborn to 4 years”. | The committee considered this complaint on 27 February 2025 and determined the activity out of scope. Retailer activity is not included in the scope of the MAIF Agreement.
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2425-09
Received on the 11 December 2024 alleging a breach of clause 5(a) relating to the promotion of the company’s toddler milk product on a third-party website, using the wording in the caption “is available in three stages suitable from newborn to 4 years”. | The committee considered this complaint on 27 February 2025 and determined the activity out of scope. Retailer activity is not included in the scope of the MAIF Agreement.
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2425-10 The LittleOak company
Received on the 11 December 2024 alleging a breach of clause 5(a) relating to a social media post by the LittleOak Company sharing a mothers morning routine with her family, including the mother making a bottle of formula prior to waking her baby who is under the age of 12 months old. | The committee considered this complaint on 27 February 2025 and determined the activity in breach of clause 5(a) of the MAIF Agreement. The committee agreed the baby in the post is under the age of 12 months old and therefore the product used in the post is within the scope of the MAIF Agreement. The committee also agree the content is within the company’s control noting it is posted directly to their own social media page. |
2425-11 The LittleOak company
Received on the 11 December 2024 alleging a breach of clause 5(a), 5(c), 10(a) relating to a social media post on a third-party page that states that is a paid partnership with the LittleOak Company. The post provides a discount code to use when purchasing the LittleOak Company products. The post also includes images of an infant formula tin, mother making a bottle of infant formula, images of a mother and baby breastfeeding and baby drinking from a bottle. | The committee considered this complaint on 27 February 2025 and determined the activity in breach of clause 5(a) of the MAIF Agreement. The post promotes infant formula to the public and is labelled as a ‘paid partnership’ therefore the content of the post is reasonably within the control of the company. The committee agreed no breach of clause 5(c), as discount codes are not included under its criteria. The committee agreed no breach of clause 10(a) as this clause pertains to a systemic obligation which cannot be assessed at this stage.
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2425-12 The LittleOak company
Received on the 11 December 2024 alleging a breach of clause 5(a) and 10(a) relating to a social media post by the LittleOak Company of a healthcare professional/mother’s testimonial while holding a tin of follow-on formula. The video ends with the wording “all stages now available online”. | The committee considered this complaint on 27 February 2025 and determined the activity in breach of clause 5(a) of the MAIF Agreement. The committee agree despite attempts to blur the image the product and words ‘follow-on formula’ are clearly visible and in scope of the MAIF Agreement. The committee agreed no breach of clause 10(a) as this clause pertains to a systemic obligation which cannot be assessed at this stage. |
2425-13 The LittleOak company
Received on the 11 December 2024 alleging a breach of clause 5(a) and 10(a) relating to a social media post by the LittleOak Company of an expectant mother packing her hospital bag and including a tin of infant formula in the bag in case her breastfeeding journey does not go to plan. | The committee considered this complaint on 27 February 2025 and determined the activity in breach of clause 5(a) of the MAIF Agreement due to the promotion of infant formula to the public by including a tin of infant formula in the post. The committee agreed no breach of clause 10(a) as this clause pertains to a systemic obligation which cannot be assessed at this stage. |
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