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Toddler milk advertising in Australia: Infant formula advertising in disguise?

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  • Berry, Nina J
  • Jones, Sandra C
  • Iverson, Don

Abstract

The Marketing in Australia of Infant Formula: Manufacturers’ and Importers’ Agreement prevents manufacturers and importers from advertising infant formula. However, toddler milks, which share brand identities with infant formula, are advertised freely; and recent research suggests consumers fail to distinguish between advertising for infant formula and for toddler milk. This study examined whether Australian parents recalled having seen advertisements for ‘formula’. Most respondents (66.8%) reported seeing an advertisement for infant formula, with those who had only seen non-retail advertising more than twice as likely to believe that they had seen such an advertisement as those who had only seen retail advertising. This suggests that toddler milk advertisements are functioning as defacto infant formula advertisements in Australia.

Suggested Citation

  • Berry, Nina J & Jones, Sandra C & Iverson, Don, 2012. "Toddler milk advertising in Australia: Infant formula advertising in disguise?," Australasian marketing journal, Elsevier, vol. 20(1), pages 24-27.
    • Handle: RePEc:eee:aumajo:v:20:y:2012:i:1:p:24-27
    DOI: 10.1016/j.ausmj.2011.10.011
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    References listed on IDEAS

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    1. Moreau, C Page & Markman, Arthur B & Lehmann, Donald R, 2001. ""What Is It?" Categorization Flexibility and Consumers' Responses to Really New Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 489-498, March.
    2. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
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    Cited by:

    1. Trish Dearlove & Andrea Begley & Jane Anne Scott & Gemma Devenish-Coleman, 2021. "Digital Marketing of Commercial Complementary Foods in Australia: An Analysis of Brand Messaging," IJERPH, MDPI, vol. 18(15), pages 1-12, July.
    2. Jane A Scott & Georgina Gee & Gemma Devenish & Diep Ha & Loc Do, 2019. "Determinants and Sources of Iron Intakes of Australian Toddlers: Findings from the SMILE Cohort Study," IJERPH, MDPI, vol. 16(2), pages 1-15, January.

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