Marketing of formula

The International Code of Marketing of Breast-milk Substitutes aims to contribute to the provision of safe and adequate nutrition for infants.

It does this by:

  • protecting and promoting breastfeeding
  • encouraging the proper use of breast-milk substitutes when necessary, by ensuring:
    • information on formula is available
    • formula is appropriately marketed and distributed.

In New Zealand, the code is implemented and monitored by the Ministry of Health.

Making a complaint about marketing of foods for babies and toddlers

There should be no marketing of infant formula (formula for babies under 6 months).

If you experience or see inappropriate infant formula marketing, you can make a complaint to the Ministry of Health.

If you have other concerns about the marketing of foods for babies and toddlers, including follow-on formula and toddler milk, you can complain to the Advertising Standards Authority (ASA) under the Food Code – view the ASA complaints procedure and complaint form.

You can also contact your local public health unit, or phone the Ministry of Health.


Find out more from the Ministry

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