An agreement to re-authorise an agreement which prohibits the advertising of infant formulas directly to the public has been proposed by the Australian Competition and Consumer Commission.
Governing the interactions between manufacturers, importers and health care professionals, the self-regulatory code limits the marketing of infant formula for infants up to 12 months.
According to ACCC Commissioner Delia Rickard, “Breastfeeding of infants provides real health benefits to Australian society, and this industry agreement promotes and protects breastfeeding by restricting inappropriate advertising of infant formula.”
The MAIF Agreement gives effect in Australia to the principles of the World Health Organisation’s International Code of Marketing of Breast Milk Substitutes.
When the ACCC is satisfied, it may grant an authorisation to the public benefit when the conduct outweighs any public detriment.