Our Regulatory Environment

Our Commitment: We are proud to fully support breast feeding for healthy growing babies and stand by mums to nurture new lives across Australia and New Zealand. We take pride in doing the right thing to ensure the ethical marketing of our breast milk substitute products when parents choose to use an alternative to breast feeding for whatever reason.

The following information is a guide to Danone Nutricia's commitment to ethical business practice in the marketing of our products, and a summary of the key codes and agreements which guide our business.

The WHO Code

The "International Code of Marketing of Breast-milk Substitutes" (WHO Code), is a set of recommendations which regulate the marketing of breast milk substitutes for infants from birth to 6 months (0-6 months).

The WHO Code was created in response to poor infant feeding practices in the 1970-80s that negatively affected the growth, health and development of infants, and which were a major cause of mortality in infants and young children. It remains an important document today, globally.

In Australia and New Zealand, the WHO Code is adopted through national legislation (Food Standards Code, and Australia and NZ Consumer Law) and the following voluntary industry agreements:

  • Marketing in Australia of Infant Formula (MAIF) Agreement - Australia (0-12 months of age)
  • Infant Nutrition Council Code of Practice (INC) Code - New Zealand (0-6 months of age)

The MAIF Agreement and INC Code

The MAIF Agreement and INC Code form a voluntary self-regulatory code of conduct between manufacturers and importers on the marketing of infant milk formulas in Australia and New Zealand respectively.

Danone Nutricia is a signatory to these Agreements.

The Aim of the MAIF Agreement and INC Code:

The aim of the MAIF Agreement and INC Code is to contribute to the provision of safe and adequate nutrition for infants, by protecting and promoting breast feeding and ensuring the proper use of substitutes when these are necessary, using the following key principles:

  • Manufacturers and importers of infant formulas should not advertise or in any other way promote infant formulas to the general public
  • Marketing personnel from infant formula companies should not seek direct or indirect contact with pregnant women or with parents with infants and young children
  • Infant formula samples should not be given to the public; however, samples for healthcare professionals are acceptable provided they are requested for the purpose of professional evaluation
  • The provision of scientific and educational information materials on infant, follow-on and specialty formula to healthcare professionals is acceptable, provided they do not idealise infant formula

Further information about the MAIF Agreement and the INC Code can be obtained at: