Marketing infant formula in Australia

The 'Marketing in Australia of Infant Formulas: Manufacturers and Importers (MAIF) Agreement' is a voluntary and self-regulated code. It is for manufacturers and importers of infant formula in Australia. The agreement aims to encourage breastfeeding as a first option.

About the agreement

The MAIF Agreement outlines obligations for companies making and selling infant formula to ensure that:  

  • formula is used properly

  • parents can make informed decisions.   

This includes providing clear information about the:  

  • benefits and superiority of breastfeeding  

  • implications and risks of switching to formula 

  • health risks of the incorrect use of infant formula.  

Participating companies must not: 

  • advertise or promote infant formula 

  • imply that formula is better than breastfeeding 

  • advertise formula to parents through the healthcare system 

  • hand out free formula to parents 

  • give financial incentives to sales staff or health workers for selling or promoting formula. 

The agreement is Australia’s response to the World Health Organization’s International Code of Marketing of Breast-milk Substitutes.  

Aim of the agreement

The MAIF Agreement aims to: 

  • ensure safe and adequate nutrition for babies 

  • encourage breastfeeding as the first option for babies 

  • protect parents from advertising that could affect their judgement 

  • ensure the proper use of breast milk substitutes.  

Participating companies

The companies that have signed the agreement are: 

MAIF Complaints Committee

If you believe a participating company has breached the agreement, you can lodge a complaint with the MAIF Complaints Committee with the complaint form. The committee assesses each complaint on a case-by-case basis and determines potential breaches of the agreement.   

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