About the agreement
The MAIF Agreement outlines obligations for companies making and selling infant formula to ensure:
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the proper use of formula
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parents make informed decisions.
Including providing clear information about the:
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benefits and superiority of breastfeeding
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risks of switching to formula
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health risks of the incorrect use of infant formula.
Participating companies must not:
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advertise or promote infant formula
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imply that formula is better than breastfeeding
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advertise formula to parents through the healthcare system
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hand out free formula to parents
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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:
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ensure safe and adequate nutrition for babies
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encourage breastfeeding as the first option for babies
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protect parents from advertising that could affect their judgement
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ensure the proper use of breast milk substitutes.
Review of the MAIF agreement
The Department of Health and Aged Care has engaged Allen + Clarke Consulting to do an independent review the MAIF Agreement before the next re-authorisation.
The terms of reference outline the purpose, scope and process for the review.
Opportunities for public consultation will occur in the first half of 2023.
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.