A Melbourne woman started telling shoppers at the Bridge Road supermarket in Richmond that they were 'wrong' and 'cheating the system.'
In the clip she filmed shoppers who can be seen filling their baskets with tins of baby formula, and some even approach her to tell her to stop filming.
'I understand, it's just wrong,' she can be heard saying.
Later posting to facebook the woman wrote, 'I understand it's legally allowed, however surely there should be a limit on how many they can purchase in a given time frame.'
After the footage was posted a Coles spokesman said each shopper was only allowed four tins.
'We can assure you we are committed to ensuring that our customers with a genuine need for baby formula have access to this product,' the response said.
'As we are currently experiencing unprecedented demand, we are limiting sales quantities to four units per customer. We are continuing our work to ensure our policies are strictly adhered to store to store.'
The reason for the baby formula shortage is believed to be due to 'Diagou', a term given to people who buy products in Australia and then re-sell them to China for inflated prices.