THE Australian Competition & Consumer Commission (ACCC) has denied reauthorisation sought by the Infant Nutrition Council for its industry code on the marketing of infant formula.
The Infant Nutrition Council was seeking authorisation to continue to implement the 'Marketing in Australia of Infant Formula: Manufacturers & Importers' Agreement, and its associated guidelines for a further five years.
The ACCC believes the effectiveness of the agreement is being undermined by several factors including its voluntary nature, its limited scope, and restrictions on its ability to capture the breadth of modern digital marketing methods.
This means the agreement's claimed public benefits are unlikely to arise, or are likely to occur with or without it in place, the ACCC said.
The ACCC also considered that the code is likely to result in some public detriment through reduced competition between infant formula manufacturers and importers.
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