All Australian families have the right to make informed decisions about feeding their baby based on objective factual information free from confusing and exploitative marketing.
6 February 2025
The ACCC has announced their final determination on the matter of ongoing authorisation of the MAIF Agreement. They have denied authorisation and the Agreement will expire at the end of February 2025.
What is the MAIF Agreement?
Rather than legislation which protects parents' infant feeding choices from commercial influence in line with The WHO Code, Australia has a voluntary industry agreement (companies are not required to sign up to it), called the Marketing in Australia of Infant Formulas (MAIF) Agreement. The Agreement fails to protect Australian families from manipulative marketing practices and affects their ability to make informed decisions about infant feeding.
The MAIF Agreement was independently reviewed by the Federal Department of Health and Aged Care and found to no longer be fit for purpose.
October 2024
The ACCC has received scores of submissions to its public consultation regarding its proposal to not reauthorise the MAIF Agreement. Amongst these are more than 60 submissions from private individuals welcoming their proposal.
September 2024
The ACCC has handed down its draft determination proposing not to reauthorise the MAIF Agreement. A second round of public consultation will conclude on 17 October.
April 2024
The Australian Government released their independent review into the Marketing in Australia of Infant Formula: Manufacturers and Importers Agreement (the MAIF Agreement).
Our project partners
The WHO Code Advocacy Project is making a positive and lasting change to support the health of mothers, babies and the whole community. We have partnered with these key public health organisations, universities and individuals in a collaborative effort to ensure that the marketing and promotion of breastmilk substitutes is appropriately regulated.
Watch the WHO Code Taskforce webinar Oct 2022
LET'S END EXPLOITATIVE MARKETING OF FORMULA AND TODDLER DRINKS
The WHO Code FAQs
The WHO Code in detail
Report: Impact of Formula Milk Marketing
