It is illegal to advertise the sale of baby formula in accordance to WHO guidelines I think and yeah, it's basically to make it harder for the companies to market it to mums. There are quite heavy penalties for breeching this law, so if you do see it, report it. If you go to the main site you can find the link to onegroup (who sells it) and go from there.

eta, found it for you https://www.bellybelly.com.au/misc/mivitality-inliven