A2 Corporation Ltd

The proceeding concerned an application by A2 Corporation Ltd (the applicant) against the respondent, Nicole Worth. The dispute involved allegations of misleading and deceptive conduct in contravention of the *Australian Consumer Law*. The matter was heard in the Federal Court of Australia.

The primary legal issue before the Court was whether the applicant had engaged in conduct that was misleading or deceptive, or likely to mislead or deceive, in relation to the marketing and sale of its infant formula products. Specifically, the Court was required to determine if representations made about the benefits of A2 milk for infants were substantiated and not misleading.

The Court considered the evidence presented by both parties, including expert testimony and marketing materials. It applied the principles established in cases concerning misleading and deceptive conduct, focusing on the likely effect of the representations on the target audience, namely parents and caregivers. The Court assessed whether the representations conveyed a false impression or were likely to lead consumers into error regarding the product's efficacy and suitability for infants.

The Court found that the applicant had engaged in misleading and deceptive conduct. Consequently, the Court made orders requiring the applicant to cease making certain representations and to publish corrective advertising.