The Australian Competition and Consumer Commission (ACCC) has proposed to re-authorize an agreement which will forbid the promotion of infant formula to the public consumers.

Australian Food News reported that the Infant Nutrition Council in Australia handles the "Marketing in Australia of Infant Formula" (MAIF) agreement. Moreover, it governs interactions between infant formula importers, manufacturers and health professionals. It is a self-regulatory code which has been authorized since 1992.

ACCC Commissioner Delia Rickard stated that the agreement aims to promote breastfeeding in the state. "The MAIF Agreement is a cost-effective way to help protect and promote breastfeeding in Australia," she said. "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 Organization's International Code of Marketing of Breast Milk Substitute. The Infant Nutrition Council, on the other hand, represents manufacturers and importers of infant formula in Australia.

The ACCC is seeking submissions from interested parties before coming up with a final decision. The authorization provides statutory protection from court action for conduct which might otherwise raise concerns under the competition provisions of the Competition and Consumer Act 2010. Furthermore, the ACCC may perhaps grant an authorization when it is satisfied that the public benefit from the conduct outweighs any public damage.

Meanwhile, Food World News previously reported that ACCC has been confident that the Grocery Code of Conduct can succeed its objectives despite Woolworths and Aldi indicted of breaches.

"We have written to these retailers expressing our concerns. This action, which we made public, as some suppliers urged us to do, was not a signal that the Code faces great difficulties; it was, instead, a signal that we will do what we can to ensure the Code succeeds," ACCC Chairman Rod Sims stated as part of his speech last month. "Ensuring suppliers are aware of their rights is crucial to the success of the Code. Our public action was designed to help with this," he continued.