Code Compliance

Australian and New Zealand Infant Formula Marketing Agreements – Code compliance

Key provisions of both the Australian and New Zealand marketing agreements

  • Infant Nutrition Council companies should not advertise infant formula products directly to consumers.
  • Infant Nutrition Council companies should not use pictures or text, which may idealise the use of breast-milk substitutes.
  • Infant Nutrition Council companies should not initiate either direct or indirect contact with pregnant mothers or family members to promote infant formula.
  • Infant formula product samples may only be provided through health care professionals and only for specific purposes.
  • All infant formula educational and informational material prepared by Infant Nutrition Council companies should explain the benefits and superiority of breastfeeding, the social and financial implications of its use, and the health hazards of the unnecessary or improper use of formula.
  • Infant formula product and usage information published by or under the local control of Infant Nutrition Council companies should be restricted to scientific and factual information and must not imply or create a belief that bottle-feeding is equivalent or superior to breastfeeding.
  • Infant Nutrition Council companies should not give financial or material incentives to health professionals for the purpose of promoting infant formula.

Please note this is a broad summary overview of the WHO Code interpretation in both Australia and New Zealand. For specific provisions of the MAIF Agreement or The Infant Nutrition Council Code of Practice for the Marketing of Infant Formula in NZ please refer to these documents.

The Infant Nutrition Council’s agreements apply to the marketing of infant formula products suitable for infants up to the age of twelve months in Australia and six months in New Zealand.

In New Zealand follow-on formula, for infants over six months of age, is excluded from the provisions of the Infant Nutrition Council Code of Practice for the Marketing of Infant Formula. Follow-on formula, which is marketed in New Zealand as an alternative to cows’ milk, is not suitable for infants under the age of six months.