#23 Miriam from Mumamoo, an Australian owned baby formula company on all the rules around advertising infant formula

Did you know in Australia you can advertise gambling, alcohol, viagra and even extra marital affairs? I bet you didn’t know you weren’t allowed to advertise infant formula?!?!

Consumers aren’t made aware that there are rules in place from an agreement here in Australia that was put in place to stop baby formula companies from advertising Infant Formula.... WILD!

Today we sat down with the lovely Miriam who is a co-founder of Mumamoo, an Australian owned & made baby and child formula. Miriam openly shares how and why Mumamoo was created and the daily issues they face with trying to spread the word about their infant formula while having to abide by the MAIF: Marketing Advertising of Infant Formula. 

We dive deep into the ‘warning labels' they have to put across their website and their formula tins. In addition, all formula companies must put a disclaimer on their website to ensure everyone entering the site understands "breast is best".  As a result of the regulations, Mumamoo is bombarded with heartbroken customers feeling ashamed and triggered while they are trying to do their best to feed their baby. 

Demi & Mel were both completely gobsmacked by the 'rules' around advertising infant formula when there is no other way to feed your baby if breastfeeding doesn't work out!

They were both in disbelief at the depths of regulations surrounding formula feeding, especially when some mothers have no other option. While we can appreciate and agree with why it is an industry that needs to be regulated, it has now come to a point where there needs to be a revision of the language, as a mothers mental health is proven to be imperative for a healthy happy baby. 

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