Agreement to restrict advertising of infant formula announced, ACCC

Posted by AFN Staff Writers on 18th July 2016

Baby FeedingThe Australian Competition and Consumer Commission (ACCC) has re-authorised the “Marketing in Australia of Infant Formula: Manufacturers and Importers Agreement” (MAIF) for another five years.

The agreement prohibits infant formula being advertised as suitable for babies under 12 months of age. It aims to promote the health benefits of breast milk.

While the ACCCC said most were happy to see the agreement to continue, there was debate over how long the agreement should be next put in place for.

“After careful consideration and balancing the various views put forward, the ACCC has decided to grant authorisation of the MAIF Agreement for a further five years,” ACCC Commissioner Sarah Court said.

The ACCC said some only wanted the agreement to put in place for another two years as the World Health Organisation (WHO) is expected to update its breast feeding recommendations.

The MAIF originated from inherited obligations accepted by Australia, and many countries, following criticism of major international corporations promoting infant formula in the 1980s as a total substitute for breastmilk. The MAIF has been enforced in Australia since 1992.