Australia – Australia is moving toward stricter regulation of infant formula marketing following the lapse of a long-standing voluntary industry agreement, as policymakers and public health advocates push for stronger protections to support breastfeeding and improve infant health outcomes.
According to the Australian government’s Department of Health and Aged Care, the country is currently exploring the introduction of mandatory controls on how infant formula is marketed, with public consultations open until April 2026.
The move follows a decision by the Australian Competition and Consumer Commission (ACCC) not to renew the Marketing in Australia of Infant Formulas (MAIF) Agreement, a voluntary code that expired in February 2025.
The MAIF Agreement previously set out guidelines for manufacturers and importers, including prohibitions on advertising infant formula, distributing free samples, and promoting products through healthcare systems. It also required companies to emphasise the benefits of breastfeeding and provide accurate information about formula use.
However, with no current enforceable framework in place, the government has signalled a shift toward legislation that would formalise and potentially expand these restrictions. Proposed measures include banning marketing across digital platforms, restricting the use of healthcare facilities for promotions, and preventing companies from offering incentives to health professionals.
The policy direction aligns with global recommendations under the World Health Organization’s International Code of Marketing of Breast-milk Substitutes, which seeks to limit commercial influence on infant feeding decisions and protect breastfeeding as the preferred method of infant nutrition.
In addition, a report by the ADM+S Australian Ad Observatory has found brands used various tactics to appeal to parents. Some highlighted positive customer reviews or offered free downloadable cookbooks and “house baby proofing” guides.
“Most formula brands made some kind of claim regarding the nutritional or behavioural benefits of their products. These claims prey on the anxiety parents commonly feel to ensure their children are meeting nutritional, sleep and developmental milestones,” they stated.
