Since 1981, the World Health Organization, in collaboration with most countries (not including the US), has aimed to limit infant formula marketing. Why? We know that marketing influences how parents choose to feed their babies. With evidence supporting breastfeeding as the biologically normal diet for human infants, formula should be reserved for parents truly wanting or needing, not simply opting due to influence.
Australia is now set to introduce some of the toughest regulations globally on infant formula marketing. This is marking a major shift to protect breastfeeding and public health. Choosing to breastfeed or not is a personal choice, one which deserves no judgement. However, breastfeeding rates at the population level is a public health concern.
Why is Australia’s Formula Advertising Changing Now? The MAIF Code Was Failing
Since 1992, Australia used the voluntary Marketing in Australia of Infant Formulas (MAIF) agreement to limit formula marketing. But the Australian Competition & Consumer Commission (ACCC) recently refused to reauthorize it, stating the code is “no longer fit for purpose” and cannot regulate modern digital marketing effectively
In the world of targeted digital ads, which shift user to user, it is incredibly difficult for any marketing to be restricted. However, as we know marketing influences feeding choice, it is important from a public health perspective to try to limit non-evidence-based information.
Australia’s Formula Advertising Restrictions Going From Voluntary to Mandated
The government has committed to replacing the voluntary MAIF code with binding, mandatory regulations. They hope to have this in place within the next two years. It is focused on:
- Prohibiting direct-to-consumer formula advertising
- Regulating promotional activity by retailers and in digital channels
- Aligning national rules more closely with WHO standards
Public Health Backing
Major health bodies strongly endorse this change. As we know, public health is important for the overall health of a community.
The Australian Medical Association says “a stronger regulatory framework is required” to combat aggressive formula marketing, including online strategies.
Dietitians Australia welcomes it as a move toward meeting WHO-style protections against commercial influence
Industry Pushback Against Change
As mentioned above, the US did not opt to participate in the WHO Code. Why? The US has a lot of influence from companies, lobbyists, etc., involved in influencing policies. Australia, like other developed nations with large corporations, faces opposition. Formula is a large business generating large profits.
Formula manufacturers argue that:
- The rules are stricter than our existing bans on alcohol or gambling ads
- Parents deserve access to information and should be trusted to make informed feeding decisions
While true, parents absolutely deserve access to information, is marketing with the intention of selling a product the best way to help parents make informed decisions?
The government views protecting breastfeeding as a public health imperative—not just a matter of choice. Parents still have access to formula. The difference is they will not face marketing designed to persuade them from breastfeeding. They will still be able to access formula and information about formula, just not in the form of ads.
Why It Matters for Breastfeeding Advocates
Reducing Industry Influence – Mandatory restrictions will limit formula marketing’s reach—especially online and retailer-based efforts—helping reduce messaging that undermines breastfeeding confidence.
Simplifying Infant Feeding Decisions – New parents often feel overwhelmed. By restricting formula ads, we shift the landscape to encourage breastfeeding education and support, not confusing commercial claims. Should they still need or desire formula, it is available.
Aligning with WHO Standards – Switching to mandatory controls brings Australia closer to international guidelines and best practices, reinforcing breastfeeding as the optimal feeding method.
When Does Australia’s Formula Advertising Crackdown Go Into Effect?
- A rollout of binding regulations is expected by 2027, following stakeholder consultations and digital monitoring tool development
- Expect reforms to also include retailer advertising—not just brand-led promotions—and digital tracking of formula marketing practices.
Australia is taking steps to protect breastfeeding by restricting formula marketing. These mandatory controls aim for a more supportive environment for breastfeeding families. This signals a shift toward public health-centered infant feeding guidance.